This document discusses the importance of user experience (UX) strategy and its relationship to customer experience (CX). It provides guidance on developing a UX strategy, including: 1) Understanding customers and their journeys across all touchpoints of a brand from consideration to advocacy. 2) Using UX and CX methods strategically to align business goals with desired customer experiences. 3) Measuring the impact of UX initiatives on key metrics like engagement, advocacy, and customer lifetime value. 4) Developing a UX strategy is imperative now as customer expectations rise and digital transformation increases in all industries.

1. TextText
@brilliantnoise
brilliantnoise.com
Jason Ryan
Brilliant Noise
13th May 2014
UX Brighton
From the tactical
to the strategic

2. A journey
from...
2

3. 3

4. 4

5. Interaction
design that
allows users
to achieve
goals.
5

6. to...
6

7. 7
“A great digital experience is no
longer a nice-to-have; it’s a make-
or-break point for your business.”
”To a greater extent, customers’
impressions of a business are
established through digital
engagement forcing businesses
to recognize that “software is the
brand.”
Source: ‘Top technology trends for 2014 and
beyond’. Forrester Research 2014

8. 8
Outside In, Forrester
Customer experience

9. #1
Knowledge
of the
customer IS
strategy.
9

10. 10
UX and CX
Source: Forrester Research 2012
CX
UX

11. 11
UX and CX
Source: Niels Anhalt, FatDUX 2014

12. 12
CX
UX
Speak more ‘CX-language’
UX
Research, design
and optimisation
of (digital)
touchpoints
CX
Aligning business
strategy and
operations with the
desired brand
experience across all
touchpoints

13. #2
UX methods
are strategic
methods.
13

14. #3
Understand your
customers
business. Use
their language.
14

15. Who is your customer?
What are they buying?
How are they buying?
15

16. 16
Digital (CX) Strategy
Evaluation
Socialmedia
Content
UX
SEO
PR
Creative
Paidmedia
Competition and collaboration

17. 17
The Customer
Journey
From acquisition
to lifetime value

18. 18
Customer decision journey
Model first published Harvard Business Review
Bond
Advocate
Enjoy
Buy
Evaluate
Consider

19. 19
Customer centric planning - digital channels
Customer Goal: Buy a return flight to New York for a shopping trip
Search Engine
Brand website
Price Comparison
Social Media
Consider Evaluate Buy Bond Advocate
1 3
7 8
9 102
5
4 6

20. 20
Customer journey mapping - omnichannel
Source: eConsultancy

21. In action

22. Monitoring the customer journey
22
Consider
- How are people
responding to
advertising /
press / PR?
- How are people
reacting to our
website and other
touchpoints?
- What is our brand
share of voice?
Evaluate
- How are people
evaluating us vs
competitors. What
questions are being
asked and what
conversations are
happening?
- Price?
- Features?
- Post-sales support?
- Experience?
Buy
- The buying
experience
- Financing options
- Customer service
through all
channels
- Experience across
deposit, delivery
and collection

23. 23
Bond
- Post-sales
experience
- Product experience
- What questions are
being asked?
- Troubleshooting?
- How-to’s?
Advocacy
- Recommending the
brand and products
- Evidence of
customer
amplification of
media (retweets,
shared content)
- NPS
Monitoring the customer journey

24. 24
Source: ACCENT Marketing Survey 2014
What is the key to gaining repeat
customers?
- 90% personalised interactions with brands
drive their purchase decisions
- 86% important to have a positive experience
post-purchase
- 50% interact with brands after a purchase
"CMOs today need to spend time to
understand and engage customers across the
entire lifecycle, not only pre-purchase," he
said. "What our research has uncovered is that
when CMOs consider the entire lifecycle, they
can maximize return on investment."

25. #4
Consider the
entire
customer
journey.
25

26. Purpose
Performance
Principles
Processes
Platforms
People
Strategic planning framework
26

27. Return on
UX investment?
27

28. 28
The customer experience pyramid
Source: Forrester Research 2012

29. 29
The customer experience index
Source: Forrester Research 2012

30. 30
Customer-centric evaluation framework
Awareness Action Advocacy
Traffi
c
Bounce-rate
View
s
Uniques
Sign-ups
Com
m
ents
Dow
nloads
Tim
e
w
atching
In-bound
links
Recom
m
endations
M
entions
Positive
sentim
ent
Engagement
Scale and control
Returns
Purchases
M
edia
uploads
Fans&
follow
ers
Blog
posts
Engagement
Low effort / cost High effort / cost

31. #5
Decide what and
how to measure.
And then
measure it.
31

32. The
imperative
for
UX Strategy
32

33. Digital change comes in all directions…
33
Customer
Competitor Employees
Channels
Company
Technology
& tools

34. Bolt-ons are not enough.
34

35. 35
Customer
experience
Operational
excellence
Source: Forrester Research 2014

36. Interest in Digital Transformation
36

37. 37
Source: Forrester Research 2012
The age of the customer

38. 38
Customer experience investment
- Outperforming enterprises are 54% more
likely to collaborate with customers
- C-level executives are planning to double
CX spend over the next 3-5 years

39. Interest in Customer Experience
39

40. #6
The time is now.
40

41. 41
- Knowing the customer IS strategy
- UX methods are strategy methods
- Understand your customers business. Use their language.
- Consider the entire customer journey
- Decide what and how to measure. And then measure it.
- The time is now!
Summary

42. The time is now (near and far)
42
Now
0-6 months
Near
6-12 months
Far
12 months +

43. Thank You
@jasonryan
brilliantnoise.com
@brilliantnoise
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