All posts about
Customer experience

Customer experience is the sum of all experiences a customer has with a supplier of goods and/or services, over the duration of their relationship with that supplier. (source: Wikipedia)

The beginning of a beautiful friendship: Data and design in innovative citizen experiences

Added on 12 February 2014 Peter Bogaards
This time, the C is Citizen and not Customer. Citizens are entitled to great CXs too.

“The past decade has brought enormous and growing benefits to ordinary citizens through applications built on public data. Any release of data offers advantages to experts, such as developers and journalists, but there is a crucial common factor in the most successful open data applications for non-experts: excellent design. In fact, open data and citizen-centered design are natural partners, especially as the government 2.0 movement turns to improving service delivery and government interaction in tandem with transparency. It’s nearly impossible to design innovative citizen experiences without data, but that data will not reach its full potential without careful choices about how to aggregate, present, and enable interaction with it.”

(Cyd Harrell a.k.a. @cydharrell ~ Beyond Transparency)

Connecting the customer experience

Added on 28 January 2014 Peter Bogaards
Unfortunately, no design or Design mentioned whatsoever.

“Enabling great customer experiences and optimizing them across all touchpoints in a consistent and human, customer-centric way leads to marketing success. And it increasingly revolves around personal, personalized and at the same time connected and integrated approaches.”

(J-P De Clerck a.k.a. @conversionation ~ i-Scoop)

Quantifying customer experience

Added on 20 January 2014 Peter Bogaards
Changing from UX design to CX design, just like that.

“Customer experience stretches far to either side of any interaction that can be influenced by UX interface design. Customer experience starts from when a customer first hears about what your product or service is promising, gets cemented by how well you deliver on that promise (through UI and well beyond), and gets broadcast in social media to influence the impressions of future customers. As such, it’s important to have a way to quantify the effects of the customer experience improvement that stretch beyond Google Analytics and screen attention heat mapping.”

(CX design 2013)

Building the in-house design agency: Getting the best of both worlds

Added on 19 December 2013 Peter Bogaards
Embedding UX capabilities in the enterprise is a major challenge for the field.

“The biggest barrier I’ve seen to using UX in a firm is often simple lack of knowledge of what UX can deliver. (…) An integrated internal UX team is critical to organizational success, and the stakes are higher in larger enterprises. An internal practice that builds lasting relationships, provides thought leadership, and acts as trusted advisors provides long-lasting value to the firm. As the digital space becomes increasingly human-centric, and organizations evolve offerings around consumer need, the internal user experience agency plays a significant part in delivering both short term wins as well as long term success.”

(Stephen Turbek a.k.a. @Stephenturbek ~ Boxes and Arrows)

Service principles guide customer experience

Added on 5 December 2013 Peter Bogaards
Principles in general and design principles in particular are great beacons.

“When people in an organisation have different interpretations of what really matters to customers, the customer experience falls apart. The difficulty is to align business units and individuals to do the right things – and do them consistently. Strong principles are a powerful way to unite teams to deliver better customer experiences.”

(Anne Meijer and John Holager ~ live|work)

The intersection of user experience, customer experience and corporate strategy: The holy grail for 21st century business?

Added on 20 November 2013 Peter Bogaards
In the end, it all depends on the execution. Like always.

“UX and CX advocates and practitioners would do well to have a few beers together and explore how they can work to the common purpose of increasing customer uptake, loyalty, and advocacy across the entire ecosystem of their business’ interaction with their target market. And, senior executives need to lead that collaboration, if not mandate it. Their competitive position in the marketplace and future profitability may be at stake.”

(Chris Allen ~ HFI Connect)

Experience design is a perspective, not a discipline

Added on 14 November 2013 Peter Bogaards
Dynamic DTDT at the edges of our field.

“Our intention is to help business and design collaborate more intelligently. Unlocking the power of design allows a business to anticipate, plan for, and deliver experiences that are more likely to engage a customer in value-based relationships – ones that can be differentiated in ways that are both meaningful and measurable.”

(Patrick Newbery ~ UX Magazine)

Mapping business value to UX

Added on 11 November 2013 Peter Bogaards
The economic transaction of design is not its core.

“(…) we’ll expand on our approach to mapping business value to User Experience and explain how we have put it to use. Our goal in sharing this information is to be as transparent as possible about our process and our intentions, so the greater UX community can pursue an important conversation that we’ve been eager to have. What is that conversation going to be about? It is a dialogue that centers around selling User Experience – which goes far beyond user-interface design – to all of our organizations. This is a dialogue in which we, as an industry, need to engage. Hopefully, hearing our story will inspire you to share your own story.”

(Lis Hubert a.k.a. @lishubert and Paul McAleer a.k.a. @paulmcaleer ~ UXmatters)

Customer Experience versus User Experience: What’s the difference and why does it matter?

Added on 1 November 2013 Peter Bogaards
Confusion is the result of constant change for professionals as well.

“Companies with disdain for their customers provide bad service and poor user experiences. If an organization is just starting to think about customer experience, it’s a sign they have also just started thinking about any kind of experience design – customer or user experience. You might be able to help them, but you’ll be launching a culture-change initiative as much as a product-design initiative. Be prepared. Culture change is hard stuff.”

(Jon Innes a.k.a. @innes_jon ~ UXmatters)

Designing healthy organizations: Education and transparency in XD consulting work

Added on 8 October 2013 Peter Bogaards
Adding XD to the X-soup.

“Luckily, the healthcare industry has figured out more effective approaches to treating patients and achieving better outcomes. Unfortunately, those of us in experience design (XD) consulting have not. In this column, I’ll first explore why the typical XD consulting approach is not healthy for our client organizations. Then I’ll look at what I think should be the ultimate goal of an XD engagement: educating our clients and being transparent about our XD methods and approaches.”

(Laura Keller ~ UXmatters)

Introducing dialogues: A technique for delivering better government services

Added on 17 September 2013 Peter Bogaards
An three-part article we wrote for the Touchpoint 5.2 issue from the Service Design Network.

Disclosure: I work at Informaat (The Netherlands) ~ “This three-part article is about a new technique in design projects for citizen-centred government services: the ‘dialogue’. We will introduce dialogues to the service design community and share our lessons learned in using this technique. We also want to explore how dialogues create a shared understanding and commitment among designers and internal stakeholders.”

(Mark A. Fonds a.k.a. @markafonds & Peter J. Bogaards a.k.a. @bogiezero ~ Informaat βiRDS on a W!RE)

Content re-framing: A digital disruption survival kit

Added on 16 August 2013 Peter Bogaards
Hope it helps.

A manifesto to connect experience design with content thinking. ~ “New challenges are upon us content people. The era of digital disruption requires adaptation at many levels by anyone involved with content, whatever its form or shape. As content crusaders, we want to point the road to travel with 10 imperatives. “Old school” and cutting-edge content organizations and professionals all face the same challenge of inventing and discovering mechanisms, rules and principles of unknown territories for content application. With this manifesto, we intend to reduce the friction in our collective journey of credible, useful, and relevant content for the digital era.”

(Bas Evers a.k.a. @everbass and Peter Bogaards a.k.a. @bogiezero ~ βiRDS on a W!RE)
Disclosure: I work at Informaat (The Netherlands)

User experience is more than design, it’s strategy

Added on 14 August 2013 Peter Bogaards
Systematic, deep thinking and research. Sounds academic.

“This is not an issue of corporations’ putting roles into silos. It’s a systemic problem of companies’ underestimating the importance of developing a deep understanding of their customers on an ongoing basis. More fundamentally, companies underestimate the great, untapped potential of UX professionals to leverage their deep understanding of customers at a strategic level within an organization. It’s time that we expand the role of User Experience beyond execution, beyond output, and yes, even beyond design.”

(Christopher Grant Ward ~ UXmatters)

So you want to write a digital strategy?

Added on 19 July 2013 Peter Bogaards
Moving up the ladder means more strategic thinking, for clients a well.

“A digital strategy is not as intimidating as it sounds. It is just a document outlining how your company or client should handle the different aspects of digital from the website and mobile to email, social media and digital marketing. It doesn’t need to cover everything in huge depth (it would be unreadable if it did), but instead should establish some general approaches to these different areas. This post will provide you with a crash course on where to start and what kinds of things to include. I hope it proves useful.”

(Paul Boag ~ Boagworld)

UX and the museum: Converging perspectives on experience design

Added on 4 July 2013 Peter Bogaards
Art as experience and how information design can be an important part of exhibition design.

“What started with a conversation over coffee led to a realization that our lines of work had parallel purposes, processes, and goals. We found that we were both passionate about designing for people, regardless of what we were developing. This common vision led us to wonder if our industries are converging on a similar point: designing excellent experiences.”

(Mary Oakland and Shana West ~ UX magazine)