moving from ux to cx - christopher grant (uxfighters 2014)

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De UX a CX Algo de lo que hemos aprendido en Tuenti UXFighters // Madrid // September 2014

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Hi! I’m Chris Grant head of Onboarding at Tuenti and I’m thrilled to be here at UXFighters. When Luz first approached me I was impressed by the great lineup of speakers and the cool topics. I even read someone was going to talk about the transition from UX to CX. Wow, maybe I could learn something! I guess it was the 3rd time I read the email that I realized I was the one speaking about UX to CX. Gulp! I’m not an expert yet, but I can share some of the first lessons we learned in the last 9 months. Like most stories, it starts with a big mistake.

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Page 1: Moving from UX to CX - Christopher Grant (UXFighters 2014)

De UX a CXAlgo de lo que hemos aprendido en Tuenti

UXFighters // Madrid // September 2014

Page 2: Moving from UX to CX - Christopher Grant (UXFighters 2014)

UXFighters // Madrid // September 2014

Christopher Grantdigitalaltruist.com @digitalaltruist

Page 3: Moving from UX to CX - Christopher Grant (UXFighters 2014)

UXFighters // Madrid // September 2014

Page 4: Moving from UX to CX - Christopher Grant (UXFighters 2014)

UXFighters // Madrid // September 2014

?UXFighters // Madrid // September 2014

Page 5: Moving from UX to CX - Christopher Grant (UXFighters 2014)

UXFighters // Madrid // September 2014Foto © http://normandapito.com/portfolio/g3/

Page 6: Moving from UX to CX - Christopher Grant (UXFighters 2014)

UXFighters // Madrid // September 2014

Money matters.

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UXFighters // Madrid // September 2014

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UXFighters // Madrid // September 2014

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UXFighters // Madrid // September 2014

Customers=€ Users=Free

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UXFighters // Madrid // September 2014

I was wrong. It’s about value, not money.

LESSON #1

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UXFighters // Madrid // September 2014Foto © http://mikethewineguy.com/ Value is tricky.

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UXFighters // Madrid // September 2014

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UXFighters // Madrid // September 2014

When your value is evolving…

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UXFighters // Madrid // September 2014Foto © mcyrus.com y http://wallown.com/

When your value is evolving…

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UXFighters // Madrid // September 2014Foto © mcyrus.com y http://wallown.com/

When your value is evolving…

Page 16: Moving from UX to CX - Christopher Grant (UXFighters 2014)

Some folks just won’t understand.UXFighters // Madrid // September 2014Foto © mcyrus.com y http://wallown.com/

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UXFighters // Madrid // September 2014

#reta i lprob lem

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UXFighters // Madrid // September 2014Foto © Election 1999

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UXFighters // Madrid // September 2014

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UXFighters // Madrid // September 2014Foto © http://filmdoctor.co.uk/

Page 21: Moving from UX to CX - Christopher Grant (UXFighters 2014)

UXFighters // Madrid // September 2014Foto © http://filmdoctor.co.uk/

Cara de máxima felicidad

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UXFighters // Madrid // September 2014

How do we get customers to go beyond price?

Page 23: Moving from UX to CX - Christopher Grant (UXFighters 2014)

UXFighters // Madrid // September 2014

Data digging

Page 24: Moving from UX to CX - Christopher Grant (UXFighters 2014)

UXFighters // Madrid // September 2014

500 calls

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UXFighters // Madrid // September 2014

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UXFighters // Madrid // September 2014

Breakin’ limbs & sellin’ SIMs.

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UXFighters // Madrid // September 2014

We imagined.

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UXFighters // Madrid // September 2014

PURC

HAS

E

ON

BOAR

DIN

G

ACC

OU

NT

CO

SAS

GU

AYS

Page 29: Moving from UX to CX - Christopher Grant (UXFighters 2014)

UXFighters // Madrid // September 2014

CO

SAS

GU

AYS

Page 30: Moving from UX to CX - Christopher Grant (UXFighters 2014)

UXFighters // Madrid // September 2014

PURC

HAS

E

ON

BOAR

DIN

G

ACC

OU

NT

CO

SAS

GU

AYS

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UXFighters // Madrid // September 2014

ACC

OU

NT

Page 32: Moving from UX to CX - Christopher Grant (UXFighters 2014)

UXFighters // Madrid // September 2014

Loads of linkage SMS

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UXFighters // Madrid // September 2014

New

SIM

Pac

ks

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UXFighters // Madrid // September 2014

Form optimization

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UXFighters // Madrid // September 2014

Not enough.

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UXFighters // Madrid // September 2014

CX has to be bulletproof in a way user experience does not.

LESSON #2

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UXFighters // Madrid // September 2014

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UXFighters // Madrid // September 2014

Declare a Jihad against complexity.

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UXFighters // Madrid // September 2014

ON

BOAR

DIN

G

ACC

OU

NT

App

Dow

nloa

d

Acco

unt C

reat

ion

Page 40: Moving from UX to CX - Christopher Grant (UXFighters 2014)

UXFighters // Madrid // September 2014

ALWAYS BRING BEER

#protip

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UXFighters // Madrid // September 2014

ON

BOAR

DIN

G

ACC

OU

NT

App

Dow

nloa

d &

Acco

unt C

reat

ion

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UXFighters // Madrid // September 2014

We know everything about this guy.

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UXFighters // Madrid // September 2014

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UXFighters // Madrid // September 2014

It worked!

Page 45: Moving from UX to CX - Christopher Grant (UXFighters 2014)

UXFighters // Madrid // September 2014

Onboarding made easy!

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UXFighters // Madrid // September 2014

Pues eso.

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UXFighters // Madrid // September 2014

2015?

Page 48: Moving from UX to CX - Christopher Grant (UXFighters 2014)

UXFighters // Madrid // September 2014

¡Muchas gracias!digitalaltruist.com @digitalaltruist