Posts Tagged ‘Customer Experience’

Oh no, not another “UX; What does it mean?” debate

Posted on: September 23rd, 2013 by Fransgaard 7 Comments

Image from one of the best Tumblr blogs on the web
Just got home from a fab Monday night with two of my biggest idols in the digital industry: Windahl Finnigan and Steve Hutson.

After a few drinks the debate turned to the definition of User Experience, a topic I have been engaged in for years.

However, I realised I almost never associate myself with UX anymore. I have given up!

The UX industry are all in agreement on the definition of the disciplines of UX and how it is much much more than just User Interface Design or Information Architecture.

But to clients and colleagues “UX” is synonymous with the tactical aspects of UX environment such as UI or Frontend Development. Every time a non-UX person says “User Experience” I know I will need to spend 10-15 minutes luring out what UX means to this person in that context.

And it rarely refers to the strategic elements of UX, but often translates to “make my idea happen”.

However,  the definition “Customer Experience” seems to be much more well-defined in everybody’s minds. Say “CX” and everybody thinks persona, journeys, strategy, ideas and business value. To me this is what User Experience is about.

But if everybody else wants to call it “Customer Experience“… well… I’ll accept that if it means I can get on with the kind of work I like to do, which is helping my clients crystalise their visions of how to connect with their customers.

Omni-channel is not a matter of technology but employee mindset

Posted on: August 12th, 2013 by Fransgaard 6 Comments

I just returned from a holiday in Denmark where I spent a couple of nights at the Radisson Blu Limfjord Hotel in Aalborg

But while the hotel was fine, one thing didn’t agree with me: The £99 cost for a single day of Internet.

I am fairly sure the price is a case of mistaken currency as 99 of Danish currency is more like £11. Still expensive, but somewhat more realistic.

As the social customer I am, I tweeted this, first by adding a #radisson hashtag to make it visible to the hotel chain and later with their Twitter handle (after I had the time to find it).

And I received a reply, but the reply was as puzzling as the £99 price tag:

As a customer I felt I have already notified the company about their (possible) pricing mistake. Why should I process the message between internal departments? Surely they can talk to each other, can’t they?

Omni-channel customer experience using smoke and mirrors

Omni-channel customer service is a new approach and through my work I know first hand how big a shift it is for companies both technically and structurally. But a possible quick-win place to start is with the employees.

In the example above imagine if the social listening team had simply emailed my tweet to their customer care team, who in turn could have replied directly to me using the email I left with the hotel desk.

No technology involved, only an omni-channel mindset with the employees.

An industry growing up: The 5 emerging social media areas of expertise

Posted on: February 19th, 2013 by Fransgaard 2 Comments

I have touched on roles specialisation within Social Media before. In some ways it seems contradictory to the whole ethos behind Social Media of breaking down silos and hierarchical boundaries to allow easier communication and collaboration.

But at the same time I think it is a symptom of an industry growing up and finding its feet much like web design did in the 90s.

Here are my thoughts on how Social Media as an industry is specialising itself.

Marketing & PR

Using Social Media as part of an Advertising or PR campaign was probably the first commercial use of Social Media. It was, and still is, a cost-effective way of reaching potential customers. It also allows companies to get closer to their customers with direct and personalised communication possibilities.

Customer Service

Social Customer Service allows customers to connect via their channel of choice when they want to. With social listening tools it can also provides customer support services before issues escalates to problems… or even become issues in the first place. It can also facilitate peer-to-peer support between customers themselves and as such reducing cost and even crowdsource product innovation.

Social Workspace

As private people, employees have adopted social media, and increasingly they expect the same flexible toolset of their working environment. Social Workspace adopts consumer social media behaviour and tailor it for professional use for both employees and partner organisations. The benefits is a smarter and more collaborative organisation and an company that can more easily retain (young) talent.

Sales and Recruitment

I have previously touched on how Social Media can help job seekers but it works the other way as well. For sales (including recruitment) Social Media helps identify business opportunities, leads as well as insight into prospects. And sales endeavours can be supported by user-generated content such as reviews, either via their own channels or directly on to the company’s product pages.

The Social Brand

And finally The Social Brand. All of the above naturally feed into the brand perception. A Social Brand embraces the key learning from above: Customers really are in charge now but they still love brands. Make sure they can share that love with their friends and feel the love back from the brand.