Gene Phifer, VP Distinguished Analyst at Gartner will give insights about the market of User eXperience Platform (UXP), its evolution and what to expect from it. Gene Phifer is the original "inventor” of the UXP concept.

1. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates. This publication may not be reproduced or distributed in
any form without Gartner's prior written permission. If you are authorized to access this publication, your use of it is subject to the Usage Guidelines for Gartner Services posted on
gartner.com. The information contained in this publication has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness
or adequacy of such information and shall have no liability for errors, omissions or inadequacies in such information. This publication consists of the opinions of Gartner's research
organization and should not be construed as statements of fact. The opinions expressed herein are subject to change without notice. Although Gartner research may include a
discussion of related legal issues, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner is a public company, and its
shareholders may include firms and funds that have financial interests in entities covered in Gartner research. Gartner's Board of Directors may include senior managers of these
firms or funds. Gartner research is produced independently by its research organization without input or influence from these firms, funds or their managers. For further information
on the independence and integrity of Gartner research, see "Guiding Principles on Independence and Objectivity."
Gene Phifer
@gphifer
Facebook.com/gene.phifer
Linkedin.com/in/genephifer
Creating Business Value Through
Exceptional Customer
Experiences

2. By 2017, more than
half of consumer
product and
service R&D
investments will be
redirected to
customer
experience
innovations.
Consider
…

3. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
How Will Customer
Engagement Accelerate
in a world of People,
Business and Things?
How Will Customer
Engagement Accelerate
in a world of People,
Business and Things?

4. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Print Your Cosmetics

5. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Check Your Blood Glucose

6. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Ride in Your Car

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Order Laundry Detergent

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Business
Moment
TRANSIENT
OPPORTUNITIES
EXPLOITED
DYNAMICALLY

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Design Specification for a Digital
Business
Customer
Engagement1
Digital Product
and Service
Innovation
3
Security and Risk2

10. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Does Your Organization Sell Products
or Experiences?
The Experience Economy:
Shift From Products to Experiences
Commodity
1 cent to 2 cents a cup
Goods
5 cents to 25 cents a cup
Experience
$2 to $5 a cup
89% of retailers plan to compete on CX in the near future — NRF 2015

11. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Those Most Often Seen as Having the
Best Customer Experience
Disney Apple
Legoland

12. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
What Is Customer Experience?
"The customer's perceptions and related feelings
caused by the one-off and cumulative effect of
interactions with an enterprise's employees,
channels, systems, or products."

13. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
"Which 5 technology enabled capabilities will be the most important
areas of investment to improve your business over the next 5 years?"
CEO Survey 2015
Top Technology Investments, Next 5 Years
37%
32%
28%
27%
24%
23%
22%
20%
20%
19%
19%
18%
18%
16%
15%
Customer experience
management (CEM)
Digital marketing
Business analytics
Cloud-based business
Data science/big data
Digital products and services
Smart/intelligent processes
Supply chain optimization
and traceability
Sustainability
Internet of Things/
sensor networks
Product cost analytics
Social engagement
(externally)
Enterprise mobility
Enhanced business
reporting
M-commerce

14. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Sample of CCOs, VPs, Directors and
Heads of Customer Experience
Insurance
Allstate
Cigna
Travelers
Liverpool Victoria
Prudential
USAA
Progressive
Banking
Standard Bank of South Africa
Huntington National Bank
Kiwibank
Tesco Bank
TD Ameritrade
Bank of America
Credit Suisse Group
Keycorp
Lloyds Bank
First Horizon National
OCBC Bank
Nationwide Building Society
National Australia Bank
JPMorgan Chase & Co.
American Express
Royal Bank of Canada
Royal Bank of Scotland
Fidelity
HSBC
first direct
Citigroup
Barclays
Capital One
Wells Fargo
Univest
Westpac
Volkswagen Credit
Union Bank
Comms.
and Media
Global Crossing
Orange
Sprint
Time Warner Cable
Verizon Partner Solutions
Virgin Mobile Canada
Yahoo
Bell Canada
AT&T
Comcast
Telstra
T-Mobile UK
Vodafone
Telefónica
Virgin Media
TalkTalk
BT
KPN
Turk Telekom
Telus
Nextel Communications
SingTel Optus
Xohm
Telecom New Zealand
O2
DIRECTV
Charter Communications
Travel and
Hospitality
Alaska Airlines
American Airlines
Air Canada
Hotels.com
Travelocity
United Airlines
AAA Northern California
thetrainline.com
Eurostar
Wyndham Hotels and Resorts
Starwood Hotels and Resorts
Marriott Hotels
Hertz
Orbitz
Others
Cerner
Chrysler
Coca-Cola Enterprises
Fiat
Philips Electronics
FedEx
Thomson Reuters
LexisNexis
Department for Work and Pensions
McKesson
Porsche
DHL
Centrica
Merck
E.ON
Shell
Pfizer
Northeast Utilities
Retail
Walmart
John Lewis Partnership
Sears
Jessops
Sierra Trading Post
Marks & Spencer
Gap
Barnes & Noble
Best Buy
Denny's
Wendy's
1-800-Flowers.com
Amazon
Walgreens
High Tech.
Dell
Océ
Sun Microsystems
Symantec
HP
Polycom
Orange Business Services
Vertex Business Services
SAP
CSC
Sage (U.K.)
HP Spain
Pitney Bowes Business Insight
Intuit
Roxio
Epson
Xerox
Logitech
BMC Software
Autodesk
Reporting relationship
15% to CMO
30% to business unit
30% to customer svc.
25% to CEO
Source: SynGro

15. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
The Impact of Customer Experience on
Brand Equity
• Customer experience drives brand equity:
- Positive or negative
- Perception is reality
- Must support:
• Value
• Differentiation
• Relevance
• Esteem
• Brand equity:
- Drives loyalty
- Drives new customers to you
- Retains existing customers
- Increases spend

16. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Customer Experience Versus
User Experience
1. Customer Experience:
a. Customer's perceptions and related feelings caused by the
one-off and cumulative effect of interactions with a supplier's
employees, channels, systems or products
b. The sum of all customer interactions
c. Online and offline
d. Can generate tremendous brand value
2. User Experience:
a. The subset of customer experience that comes from direct
interaction when a person uses a specific product or service
b. Generally, but not always, applied to technology solutions
c. Aka, digital experience
d. All about usability and user-centered design
UX
CX

17. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Consumerization Drives Expectations: User
Experience Is Now a Design Time Imperative
• User expectations:
- Powerful and flexible, yet simple
- The new benchmark for design
• New devices — driven by the
Internet of Things
• New UX paradigms — voice, motion,
eye movement, wearable devices
• It's not traditional stuff:
- New methodologies
- New tools
- The right skill set
- Third-party assistance
- Imbedded in the process, starting at
design time

18. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Customer Experience Maturity Model
Initial Developing Defined Managed Optimizing
Culture
Change
Profit
Parity
Execs.
Engaged
VoC
Validated
Fragmented
Focus
45%
30%
20%
4%
1%
"Staying on Top""Getting Started" “Borrowing Ideas"
1 2 3

19. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
CX: From the Last Best Experience to the
Best Next Experience
• Show personality in interactions
• Differentiate themselves by the kinds of interactions
provided
• Capture novel, but relevant contexts
• Capture of novel, but relevant events and moments
• Ability to precisely target needs and wants
• Capture all the data collected through interactions
• Measure-Investigate-Prioritize (Phil Klaus)
• Develop a digital humanist manifesto:
- Put people at the center
- Embrace unpredictability
- Respect personal space

20. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Value-Driven, User-Centered
Design Process
Best Practice Methodology:
• User-centered process
• Continuous improvement
• Based on objective data
about user behavior
• Guided by design patterns
• Implements key scenarios
• Tied to measurable outcomes
• Obtained by instrumentation and analytics
• Result in business value
Observe Define
Refine Build

21. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Orchestrate the Customer Journey via
Journey Maps
Source: Lono Creative
• Map your customer and their
journey, not your company
and its processes.
• Include all channels.
• Lead the customer by the
pinkie, not by the nose.
• Answer these:
- Where am I relevant?
- Where am I irrelevant?
- Where can I be made relevant?
- Where do I want the customer to
end up?

22. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Deliver a Consistent, Orchestrated
Cross-channel Experience
Source: Adobe
• AKA Omnichannel
• Seamless interaction and integration
• Think beyond your brand, processes, products and channels
• Supporting tools and technologies are generation one

23. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Beyond Mobile: Develop a Multichannel,
Multidevice Strategy
• Build for Multichannel:
- Online and Offline
• Build for Multidevice:
- Mobile First/Touch First
- Responsive Design
• Build for Agility:
- RESTful APIs
• But Don't Sacrifice
Functionality:
- Rich Versus Reach
- Leverage Device Capabilities
• And Plan for the Future

24. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Maintain a 360 Degree View of Your
Customer, but Don't Be Creepy
• Capture every interaction from every touchpoint
• Maintain a customer master record, perhaps via
master data management
• Use analytics to mine for trends and insights:
- Correlate across information silos
- Tie to customer's relationships and peer sets
- Capture not only historical data but also WIP
• Instill expected data privacy:
- Adhere to regulatory requirements
- Avoid the "creepiness factor"
- Offer opt-in

25. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Target Customers and Audience
Segments With Contextual Experiences
• Content is no longer king — content in context is king
• It's more than content, though:
- Features
- Permissions
- Authorization
- Look and feel
• Targeting goes well beyond demographics:
- Psychographics
- Buying behavior and trends
- Peer sets/friends
- Device
- Location

26. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
CX Initiative Checklist

27. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Users Are Unhappy; IT Needs a
Different Approach
• Symptom: Web/Portal/Mobile Projects Take Too Long,
Cost Too Much and Deliver Too Little
• Root Causes:
- IT Cycle Times
- Complex, Expensive Technologies
- Hidden Effort (e.g., Integration)
- Poor User Experience
- Vendor Issues (Cost, Support, Relationship)
- Lack of Governance
- Personal Preference Choices, Politics Between Teams or
Departments, or 'Inherited' Technologies, Resulting in Multiple
Duplicative Tools and Approaches
- Lack of Skills/Training

28. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Pragmatic Steps to Drive Customer
Experience Within IT
• Foster Customer Experience Culture Inside IT
• Focus on User Experience
• Examine Bimodal IT Approaches
• Architect for Flexibility and Agility:
- RESTful APIs
- New Interface Paradigms (E.g., Wearables)
- Internet of Things (or Everything)
• Provide Foundational Infrastructure:
- Modern Web Technologies
- Analytics
- Customer Experience Management
- User/Digital/Customer Experience Platforms
Source: Smashing Magazine

29. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Focus on User Experience
• Innovative Technologies
- UX Tools
- Journey Builders
- User Experience Platforms
- Digital Marketing Hubs
• Innovative Approaches
- Design Thinking
- Website Optimization
- User Experience Training in Universities
- Chief Customer Officer
• Changes in the Vendor Landscape
- Marriage of SIs and Digital Agencies
- Traditional SIs Adding Digital Practices
- ISVs Establishing "Design Studios"
UX101

30. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
The User Experience Platform
Supporting
Infrastructure:
• App server
• Integration
• Security
• Governance
• Performance
WCM
Social
Integration
and API
Context/
Targeting
UCC
Mobile
Portal
E-commerce
UX
Management
Rich
User
Interface
Search
Analytics
Orchestration

31. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
The Future of the UXP Market
• UXP market just emerged
• More players will enter the market, especially from
WCM, MADP and rapid development markets
• Many vendors focusing on vertical/narrow
use cases
• Technology will continue to evolve:
- Mobile:
• Better multichannel/multidevice capabilities
• Better integration between mobile components and
rest of suite
- Analytics will undergo revolutionary change
- Tooling will shift dramatically toward HTML5/CSS3/JS
- Cloud delivery options will increase dramatically
- Broader user experience methodologies will be delivered
programmatically
- Improvements supporting broad customer journeys

32. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates. This publication may not be reproduced or distributed in
any form without Gartner's prior written permission. If you are authorized to access this publication, your use of it is subject to the Usage Guidelines for Gartner Services posted on
gartner.com. The information contained in this publication has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness
or adequacy of such information and shall have no liability for errors, omissions or inadequacies in such information. This publication consists of the opinions of Gartner's research
organization and should not be construed as statements of fact. The opinions expressed herein are subject to change without notice. Although Gartner research may include a
discussion of related legal issues, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner is a public company, and its
shareholders may include firms and funds that have financial interests in entities covered in Gartner research. Gartner's Board of Directors may include senior managers of these
firms or funds. Gartner research is produced independently by its research organization without input or influence from these firms, funds or their managers. For further information
on the independence and integrity of Gartner research, see "Guiding Principles on Independence and Objectivity."
Gene Phifer
@gphifer
Facebook.com/gene.phifer
Linkedin.com/in/genephifer
Creating Business Value Through
Exceptional Customer
Experiences