The document discusses customer experience (CX) lessons articulated by experts Lisa Crymes and Jerry Seufert, focusing on the definition of CX, tools for application, and case studies demonstrating the importance of understanding customer interactions. Key topics include customer journey mapping, win-loss analysis, and the use of design thinking to meet customer needs effectively. The document emphasizes the integration of CX into product management practices to enhance overall customer satisfaction and business success.

1. L I S T E N , L E A R N , L E A D :
C U S T O M E R E X P E R I E N C E
L E S S O N S F O R P R O D U C T
M A N A G E R S
L I S A C RY M E S
J E R RY S E U F E R T

2. LESSONS LEARNED FOR
PRODUCT MANAGERS FROM
THE CUSTOMER EXPERIENCE
WORLD
• What is Customer Experience?
• Customer Experience case studies
• Customer Experience tools
• How to apply Customer Experience
lessons and tools to Product
Management

3. SPEAKERS
Lisa Crymes the Chief Marketing Officer for Preventric, a digital health company based in Birmingham,
AL. She has provided progressive, strategic leadership to the healthcare field for more than 20 years,
emphasizing marketing, product management, business development, strategic planning and consulting.
The connecting threads running throughout Ms. Crymes’ career are innovation and revenue growth. Her
accomplishments include successful new product development and launches, business and channel
partner development, marketing and strategic planning, product life cycle development, portfolio
management, and go-to-market strategies. Ms. Crymes earned her Master of Business Administration and
Bachelor of Science in Management degrees from Shorter University. She is also a Certified Customer
Experience Professional.
Jerry Seufert is a consultant and executive coach based in Alpharetta. Jerry is an accomplished customer
experience visionary, executive counselor, product management advisor, change management expert,
critical thinker, writer, and facilitator. Jerry’s ‘first home’ was in the health industries where he led more
than 100 projects for hospitals, health systems, provider groups, federal and state health agencies, and
solutions vendors, and now serves clients across a number of product and service sectors. Jerry has a
B.S., Biology, and M.S., Industrial Engineering, from Rensselaer Polytechnic Institute and joins the Product
Coffee sessions most every week.

4. WHAT IS CUSTOMER
EXPERIENCE?
Customer experience (CX) is the sum total of customers'
perceptions and feelings resulting from interactions with a
company’s or brand’s products and services.

5. Listen.
Empathy – “Walking in Customer Shoes”
Voice of the Customer
• NPS/C-Sat Client Surveys
• User group meetings, Advisory Board
• Win/Loss Data
Voice of the Associates
• Engagement Survey
• Workshops
Voice of the Industry
• Analyst
Learn.
Design & Development
Process Redesign
Critical Thinking
Develop Personas/Customer Profiles
Analysis
Synthesis
Root Cause
Moments of Truth/Themes
Ideation
Prioritization
Personas
Affinity Map
Execute
Develop Awareness
Educating Executive Team
Creating CX Champions
Storytelling Development
Product roadmaps
Lead.
Change Management
Continuous Process Improvements
CX Governance Committee
Close the Loop
Personalize Customer Experiences
Unique experiences
Evaluate
Measurement
Productivity & Standards
Assessment of Impact
Traceability to Listening Posts
ROI
Implementation
EXPERIENCE DESIGN MODEL

6. DESIGN THINKING
• Design thinking is a human-centered approach to innovation—anchored in
understanding customer’s needs, rapid prototyping, and generating creative
ideas—that will transform the way you develop products, services, processes,
and organizations.
• Design thinking brings together what is desirable from a human point of
view with what is technologically feasible and economically viable.
– Desirability:What makes sense to people and for people?
– Feasibility: What is technically possible within the foreseeable future?
– Viability: What is likely to become part of a sustainable business
model?
“Design thinking is a human-centered approach to innovation that
draws from the designer’s toolkit to integrate the needs of people, the
possibilities of technology, and the requirements for business success.”
—Tim Brown, Chair of IDEO

7. TOOLS
CUSTOMER JOURNEY
MAPPING: IS THE PROCESS
OF CREATING
A CUSTOMER JOURNEY
MAP, A VISUAL STORY OF
YOUR CUSTOMERS'
INTERACTIONS WITH
YOUR BRAND. THIS
EXERCISE HELPS BUSINESSES
STEP INTO
THEIR CUSTOMER'S SHOES
AND SEE THEIR BUSINESS
FROM
THE CUSTOMER'S PERSPECT
IVE.
WIN LOSS ANALYSIS: IS
A FORENSIC MARKET
RESEARCH EXERCISE THAT
FOCUSES ON DE-
CONSTRUCTING HOW
COMPANIES MARKET AND
SELL THEIR PRODUCTS
AND SERVICES FROM THE
PROSPECT'S PERSPECTIVE.
THE PROCESS TYPICALLY
ENTAILS CONDUCTING
EXTENSIVE TELEPHONE
INTERVIEWS WITH NEW
CLIENTS OR LOST
PROSPECTS.
ETHNOGRAPHY:
OBSERVING CUSTOMERS IN
THEIR OWN
ENVIRONMENT.
PERSONA: A FICTIONAL
REPRESENTATION OF AN
ACTUAL USER AND IS
APPLIED IN THE EARLY
STAGES OF
PRODUCT DEVELOPMEN
T OR PRODUCT
REDESIGN.
EMPATHY
INTERVIEWS ARE USED
TO GATHER INSIGHTS
THAT OTHERWISE MIGHT
NOT BE APPARENT.
AN EMPATHY INTERVIEW
USES A HUMAN-CENTERED
APPROACH TO
UNDERSTAND THE
FEELINGS AND
EXPERIENCES OF OTHERS.

8. CX CASE
STUDY #1
Problem
• $1B Revenue Healthcare Technology Organization
• Newly created CX Organization
• Looked for opportunities to show value
• Asked by dev/product to lead UX/UI project because of
customer complaints
Approach
• Ethnographic research
• Stakeholder interviews/empathy interviews
• Developed personas
• Affinity Diagram
Outcome
• Able to provide the product management team back insights on
what customers were really asking
• Added in market research and business case with new solution

9. Tara Trainer
Systems Trainer at Health System
I. Age 54
II. Married
with grown
children
III. Was a
clinical
social
worker and
retired from
that
position
IV. In current
role for 1
year
Core Characteristics
Education
Insurance
Expertise
Call Center
Experience
Customer
Svc Skill
Technical
Expertise
LOW HIGH
Behaviors and Beliefs
• Designed training manuals and
curriculum to train reps on Customer
Service Product .
• Hired when original trainer left the
company; that person had the benefit
of working with the trainer, but Tara is
starting from scratch.
• Wants to revamp the curriculum to be
Goals and Needs
• Needs comprehensive training
herself from the source. She’s
afraid there are nuances of the
system she doesn’t understand.
• Wishes there were downloadable
training materials from she could
leverage.
• Wants to better understand best

10. AFFINIT Y DIAGRAM

11. CX CASE
STUDY #2
Problem
• New solution was developed to meet a regulatory requirement
• Little product management process or client input was included in
the design
• Customers were unhappy with product and the service process
because it didn’t meet their needs
Approach
• Dev/product teams asked for CX to partner and lead an effort to
understand the client’s experience
• Used customer journey maps to understand the end-to-end process
and problems
Outcome
• Next version of the product was much closer to the
customers requirements and delivered an improved
experience.

12. Customer Journey Mapping

13. CX CASE
STUDY #3
Problem
• Sales process and growth were being reviewed.
• Narrative across the business the problem was with the
sales team
Approach
• Win loss analysis
• Stakeholder interviews/empathy interviews
Outcome
• Insights were consistent with other CX themes
and supported how organization was prioritizing
efforts.

14. CX TOOLS
Listen
Journey Mapping
Win/Loss Analysis
Stakeholder Interviews
Empathy Interviews
Ethnographic Research
Learn
Data synthesis
Affinity mapping
Developing themes
Lead
Cross functional teams
Collaborative efforts across
the company

15. HOW DO YOU APPLY THESE TOOLS
TO PRODUCT MANAGEMENT
• You don’t have to build a CX department
• Use CX colored glasses to bring a customer’s
perspective to your organization
• Develop a deeper understanding of overall customer
experience by developing a customer journey map
• Understand what resources are already available in
your organization

16. BREAKOUT GROUP 10 MINUTES
Review the list of tools
(Pick one)
Talk about experiences
with the tool and how
you might apply in your
organization
Consider picking a tool
that you haven’t used and
how you would apply in
your organization
Discuss - Is this
something that would
benefit you in product
management work?