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Copyright © 2006-2013 The FatDUX Group ApS, Copenhagen, Denmark
User Experience vs Customer Experience
same, same but different
Niels Anhalt
niels.anhalt@fatdux.com
UXcamp 2013, Berlin
vs CXUX
User Experience vs Customer Experience
UX vs CX
same, same but different
Source: http://www.flickr.com/photos/oxborrow/
How is it defined?
"a person's
perceptions and
responses that result
from the use or
anticipated use of a
product, system or
service"
CXUX
ISO 9241-210
"The sum of all
experiences a
customer has with a
supplier […], over
the duration of their
relationship with
that supplier"
Wikipedia
How is it defined?
"a person's
perceptions and
responses that result
from the use or
anticipated use of a
product, system or
service"
CXUX
ISO 9241-210
"The sum of all
experiences a
customer has with a
supplier […], over
the duration of their
relationship with
that supplier"
Wikipedia
How is it defined?
CXUX
http://en.wikipedia.org/wiki/Customer
customer
is the recipient of a
good, service, product
or idea, obtained from
a seller, vendor or
supplier for a monetary
or other valuable
consideration.
http://de.slideshare.net/ericreiss/users-experience-and-beyond
user
a person who makes
use of a thing;
someone who uses
or employs
something
What they both have in common?
CXUX
Empathy
Interested in people and their needs
What do they do?
CXUX
User Research
Persona
User Journey
Usability Testing
Prototyping
Information Architecture
Interaction Design
Design Principles
Styleguides
…
Customer Research
Persona
Customer Journey
Prototyping
Design
Business Cases
KPIs (NPS, CSI)
Business Strategy
…
Who are they and where do they come
from?
CXUX
Usability Engineer
Usability Researcher
Information Architect
Interaction Designer
Interface Designer
Developer
Marketing Manager
Product Manager
Market Researcher
Business Analyst
CRM-Manager
Customer Manager
What is their main approach?
CXUX
Analyze users needs
Identify touchpoints
Design touchpoint
Test and prove design
Understand customers
Identify touchpoints
Find business cases
Establish strategy
Establish KPI
Establish governance
Establish culture
What is their main approach?
CX
http://www.ecew.co.uk/ecew/programme.html
vs CXUX
What is their main approach?
„Management“
What is their main approach?
Source: http://blogs.forrester.com/kerry_bodine/13-04-19-
you_asked_forrester_answered_questions_about_customer_experience_design
vs CXUX
What is their main approach?
„Design“
What would a CEO say?
UX
Mike
CEO
of
„the big company“
Hi, I am your User
Experience Consultant!
Ah, great! I will schedule a
meeting for you with my
internet guy. Perhaps he is
interested.
What would a CEO say?
CX
Mike
CEO
of
„the big company“
Hi, I am your Customer
Experience Consultant!
Ah, great! You can give me
advice how to earn more
money with my customers?
Who are the market drivers?
CXUX
?
Microsoft
Digital
Agencies
Digital
Plattform Owner
Adobe
Oracle
SAP
Forrester
What to do?
CXUX
Come together
Learn from each other
Support each other
for the sake of
you, the users and good business
provides strategic
framework and
business approach
provides concrete
optimatization and
design knowledge
Next event?
UX camp
Next event?
CXUX camp
Next event?
CUX camp
CXUX
same, same but different
I’ll be happy to discuss with you!
You’ll find us (even) in Cologne!
Niels Anhalt
Director UX Consulting/UX Strategist,
FatDUX Cologne, Germany
FatDUX Cologne
c/o nexum AG
Maarweg 149-161
50825 Cologne, Germany
niels.anhalt@fatdux.com
+49 176 17476600
www.fatdux.com

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User Experience vs Customer Experience - same,same but different

  • 1. Copyright © 2006-2013 The FatDUX Group ApS, Copenhagen, Denmark User Experience vs Customer Experience same, same but different Niels Anhalt niels.anhalt@fatdux.com UXcamp 2013, Berlin
  • 2. vs CXUX User Experience vs Customer Experience
  • 3. UX vs CX same, same but different Source: http://www.flickr.com/photos/oxborrow/
  • 4. How is it defined? "a person's perceptions and responses that result from the use or anticipated use of a product, system or service" CXUX ISO 9241-210 "The sum of all experiences a customer has with a supplier […], over the duration of their relationship with that supplier" Wikipedia
  • 5. How is it defined? "a person's perceptions and responses that result from the use or anticipated use of a product, system or service" CXUX ISO 9241-210 "The sum of all experiences a customer has with a supplier […], over the duration of their relationship with that supplier" Wikipedia
  • 6. How is it defined? CXUX http://en.wikipedia.org/wiki/Customer customer is the recipient of a good, service, product or idea, obtained from a seller, vendor or supplier for a monetary or other valuable consideration. http://de.slideshare.net/ericreiss/users-experience-and-beyond user a person who makes use of a thing; someone who uses or employs something
  • 7. What they both have in common? CXUX Empathy Interested in people and their needs
  • 8. What do they do? CXUX User Research Persona User Journey Usability Testing Prototyping Information Architecture Interaction Design Design Principles Styleguides … Customer Research Persona Customer Journey Prototyping Design Business Cases KPIs (NPS, CSI) Business Strategy …
  • 9. Who are they and where do they come from? CXUX Usability Engineer Usability Researcher Information Architect Interaction Designer Interface Designer Developer Marketing Manager Product Manager Market Researcher Business Analyst CRM-Manager Customer Manager
  • 10. What is their main approach? CXUX Analyze users needs Identify touchpoints Design touchpoint Test and prove design Understand customers Identify touchpoints Find business cases Establish strategy Establish KPI Establish governance Establish culture
  • 11. What is their main approach? CX http://www.ecew.co.uk/ecew/programme.html
  • 12. vs CXUX What is their main approach? „Management“
  • 13. What is their main approach? Source: http://blogs.forrester.com/kerry_bodine/13-04-19- you_asked_forrester_answered_questions_about_customer_experience_design
  • 14. vs CXUX What is their main approach? „Design“
  • 15. What would a CEO say? UX Mike CEO of „the big company“ Hi, I am your User Experience Consultant! Ah, great! I will schedule a meeting for you with my internet guy. Perhaps he is interested.
  • 16. What would a CEO say? CX Mike CEO of „the big company“ Hi, I am your Customer Experience Consultant! Ah, great! You can give me advice how to earn more money with my customers?
  • 17. Who are the market drivers? CXUX ? Microsoft Digital Agencies Digital Plattform Owner Adobe Oracle SAP Forrester
  • 18. What to do? CXUX Come together Learn from each other Support each other for the sake of you, the users and good business provides strategic framework and business approach provides concrete optimatization and design knowledge
  • 22. CXUX same, same but different
  • 23. I’ll be happy to discuss with you! You’ll find us (even) in Cologne! Niels Anhalt Director UX Consulting/UX Strategist, FatDUX Cologne, Germany FatDUX Cologne c/o nexum AG Maarweg 149-161 50825 Cologne, Germany niels.anhalt@fatdux.com +49 176 17476600 www.fatdux.com