stephen emmott: the case for user experience management

Stephen EmmottHead of Research & Knowledge, J. Boye

The case for user experience management

Agenda● Introductions● User experience management● Business Model Canvas● Force Field Analysis● The case for user experience management● Takeaways and next actions

● Name

● Company

● Role and position within company

● One interesting fact about you, the person

Introductions⏰ 20 mins

User experience management

multiple labels: customer experience; user experience; digital experience; ...

- and abbreviations:CEM; CXM; UX; DXM; ...

Customers and employees now take it for granted that they can reach you seamlessly across different devices and channels.

The challenge is to establish and maintain an outstanding digital presence that is beneficial to your brand and business, yet sustainable.

Being present is no longer enough: being differentiated means being relevant to your customers or employees at their convenience. Relevant to the user.

“The failure of a single interaction threatens a customer’s entire perception of a brand.” - Scott Liewehr (DCG)

Acquire vs Retain

“the practice of designing and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty and advocacy” - Gartner

“A customer’s holistic perception of a company and its offerings based on all of the customer’s interactions with the company...” - Scott Liewehr (DCG)

A User Experience Platform (UXP) is an integrated suite of applications that form a platform for producing and providing digital products tailored to the myriad combinations of device, channel and user.

Strategic Inflection Point - Andrew Grove

Old

New

Success

Failure

“A Strategic Inflection Point is that which causes you to make a fundamental change in business strategy. Nothing less is sufficient.” - Andrew Grove

“... what happens to a business when a major change takes place in its competitive environment.” - Andrew Grove

“The major change can be simply a change in the customers' values, a change in what customers prefer.” - Andrew Grove

How do you spot a strategic inflection point?

“... there is a growing divergence, a dissonance if you will, between the strategy statements [...] and the strategy actions.” - Andrew Grove

Porter’s Value Chain

● Consider the following questions:

○ What does user experience

management mean to you and

your organisation?

○ Does user experience

management play a part in your

organisation's digital presence currently?

Your context⏰ 5 mins

● Consider the following questions:

○ How does user experience

management fit into the overall

vision you're working towards?

○ How close are you to realising that vision?

Your vision ⏰ 5 mins

Business Model Canvas

● Personal assistance● Dedicated personal assistance● Self-service● Automated services● Communities● Co-creation

Customer relationships

Preparation ● Each take a piece of paper.

● Draw the canvas.⏰ 10 minutes

Customer relationships,

today

● Split into pairs.

● Identify the Customer Relationships and Channels you use today and write these onto your canvas.

● Report back.

⏰ 15 mins (excluding report back)

Customer relationships,

tomorrow

● Split into pairs.

● Identify the Customer Relationships and Channels you want to use tomorrow.

● Report back.⏰ 15 mins (excluding report

back)

Keys, today● Split into pairs.

● Identify the Key Activities and Key Resources you use today.

● Report back.⏰ 15 mins (excluding report

back)

Keys, tomorrow

● Split into pairs.

● Identify the Key Activities and Key Resources you want to use tomorrow.

● Report back.⏰ 15 mins (excluding report

back)

Force Field analysis

Force Field Analysis - Kurt Lewin

Force

Content Management

Experience Management

Force Field Analysis

Force

Drivers⏰ 15 mins (excluding report

back)

● Discuss the drivers for change.

Resistors

Force

Resistors⏰ 15 mins (excluding report

back)

● Discuss the drivers for change.

Force Field Analysis

Force

The case of user experience management?

Takeaways and next actions

● Something that you’ve learnt, changed your perception and/or will share with colleagues.

● Next actions.

Thank you