How clients and agencies can work together to improve the customer experience. Presented by Peyton Lindley, Executive Director, Experience Design at EffectiveUI, and Suzanne Hamill, VP of Interactive Design at Fidelity Investments, at Forrester Consumer Forum 2011.

1. Relationships for the Customer Experience Age:
Lessons From the Field
Suzanne Hamill - VP, Interactive Design
Peyton Lindley - Executive Director, Experience Design. @telegrammatic
#effectiveui
@effectiveui
Friday, October 28, 2011

2. What We’re Working On
(And Why)
Friday, October 28, 2011

3. Why Are We Here?
Friday, October 28, 2011

4. On Client-Agency Relationships:
Friday, October 28, 2011

5. On Client-Agency Relationships:
Client -
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6. relationship (n.)
the way in which two or more people or
organizations regard and behave toward
each other
Friday, October 28, 2011

7. IS IT LIKE THIS?
“Well Established Brand Seeks Hot Agency.”
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8. OR LIKE THIS?
“Can’t We All Just Get Along?”
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9. What’s The Cost of a Bad
Relationship?
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10. Friday, October 28, 2011

11. Ask:
“How are we working?”
in addition to...
“What are we working on?”
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12. “Help! My client is texting me!”
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13. “Help! My client is texting me!”
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14. The “agency” model is changing.
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15. Not too long ago...
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16. So Where Is The Model Headed?
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17. EXTERNAL: NEW MODELS
“One-Way Communication”
CLIENT AGENCY CUSTOMER
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18. EXTERNAL: NEW MODELS
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19. EXTERNAL: NEW MODELS
CLIENT
“Communication
& Interpretation”
CUSTOMER
AGENCY
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20. INTERNAL: BRINGING PEOPLE ALONG FOR THE RIDE
MYSTERIOUS AND WONDERFUL
“BLACK BOX” THINGS HAPPEN HERE
APPROACH
CUSTOMER RESULTS
INSIGHT &
[ANALYSIS & FINDINGS
SYNTHESIS]
Friday, October 28, 2011

21. INTERNAL: BRINGING PEOPLE ALONG FOR THE RIDE
MYSTERIOUS AND WONDERFUL
“BLACK BOX” THINGS HAPPEN HERE
APPROACH
CUSTOMER RESULTS
INSIGHT &
[ANALYSIS & FINDINGS
SYNTHESIS]
CO-CREATED
APPROACH
CUSTOMER RESULTS
INSIGHT &
FINDINGS
Customer
Needs Workshop #1 Workshop #2
Framework
Friday, October 28, 2011

22. So how do you change
the conversation?
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23. Revolution (n.) --
a dramatic and wide-reaching
change in the way something works
or is organized or in people's ideas
about it
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24. THIS KIND OF REVOLUTION?
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25. OR THIS KIND?
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26. so what have we learned?
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27. space matters.
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28. space matters.
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29. space matters.
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30. space matters.
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31. space matters.
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32. facilitate, don’t dictate.
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33. co-creation and collaboration:
“one team”
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34. don’t wait for a meeting
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35. leading by doing
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36. have the right people [participating]
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37. how can we make this sustainable?
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38. DESIGN FOR CUSTOMER EXPERIENCE IS SHIFTING
VISUAL
DESIGN
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39. DESIGN FOR CUSTOMER EXPERIENCE IS SHIFTING
PROBLEM
DEFINITION
VISUAL
DESIGN
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40. DESIGN FOR CUSTOMER EXPERIENCE IS SHIFTING
DESIGN
FACILITATION
PROBLEM
DEFINITION
VISUAL
DESIGN
Friday, October 28, 2011

41. frameworks for dialog
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42. frameworks for dialog
“helps me be strategic”
“helps me
make decisions”
“helps me
plug & chug”
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43. thank you. questions?
Friday, October 28, 2011