Archive for category CXDNow

#CXDNow – The Need for Customer Experience Design and Journey Maps with Doug Foulds

#CXDNow - The Need for Customer Experience Design and Journey Maps with Doug Foulds
The time for customer experience design is now! In this episode of our web series CXDNow, host Chris Heuer interviews Doug Foulds, product manager of IBM Journey Designer (and sponsor of this show).  Following up on last week’s discussion with author Brian Solis about his new book, “X – The Experience When Business Meets Design“, we dive deeper into why this practice is sorely needed and discuss the specifics of the IBM Journey Designer product, as well as where it is headed in the future as it goes from design tool to functional dashboard.

In part 1 of the interview we review some of the key concepts and specifically dive into the need for better collaboration across channels and across different teams inside and outside of the company. The need is largely driven, it seems, by changing customer expectations, but also by the growing complexity of an omnichannel world. By visualizing all of the different touchpoints we can better coordinate our processes for engaging the customers and ensuring consistency, which is often lacking.

In part 2 of the interview Doug tells us about how the product works to enable marketing teams to collaborate in their planning and execution in real time using IBM Journey Designer to visualize the customer journey. He says that he and his team are seeking early customers to go on the journey with them as they expand the product functionality from beyond the design/layout capabilities it has now, to become a fully functioning dashboard. Starting with SilverPop and extending to the full IBM Marketing Cloud. Eventually, they will even integrate other 3rd party marketing cloud solutions.

In part 3 below, I get Doug’s advice on how to start the process of building a customer journey map, beginning with the empathy maps. We talk about the mindset needed to approach it properly as well as some specifics about the questions we should be answering when we step into the persona of our desired customer. In this case, we are using the real world example of trying to understand and engage Nicole, who may become a volunteer for We Are the Solution. A new community initiative to end activism by opposition and bring people together to form collaborative solutions.

Finally, we wrap up with an open Blab conversation where we are joined by Marc Meyer, Digital Strategist at Accenture Digital where we discuss the long road ahead and the potential value of journey maps for smaller clients.

If you would like to be a part of the taping of the show and join in our post interview conversation, you can join us on Wednesday October 14, 2015 at noon PST on Blab as we interview Tom Illmensee, Director of User Experience and Design at Prezi, as we more deeply discuss The Challenges to Overcome.

Need help creating design moving customer experiences? IBM Journey Designer enables you and your team to collaboratively visualize journeys, set shared marketing goals, and create and refine tailored experiences for dozens of priority segments. Learn more on this blog post or try it at no cost at ibm.com/journey-designer.


Doug Foulds Interview Part 1 of 4 – The Need for
Customer Experience Design and Journey Maps

Doug Foulds Interview Part 2 of 4 – IBM Journey Designer

Doug Foulds Interview Part 3 of 4 – Getting Started with Empathy Maps

Doug Foulds Interview Part 4 of 4 – The Blab

SPONSORED BY IBM JOURNEY DESIGNERIBM Commerce Blog logo

For more about the #CXDNow series, why I am doing it and where we are headed, read this background post.

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#CXDNow s1e2 – The Challenges to Overcome with Tom Illmensee from Prezi

#CXDNow - The Challenges to Overcome with Tom Illmensee of Prezi
Now that we have established the basics of Customer Experience Design, having talked with author Brian Solis, and IBM Journey Designer Product Manager Doug Foulds, we are going to start getting to more practical matters. In our next live Blab on Wednesday October 14 at noon PST, we will be talking with Tom Illmensee, the Director of User Experience and Design at Prezi. If you care about design, and great presentations, you know of Prezi, the dynamic visual storytelling tool that has transcended the typical boring slide show. So, it goes without saying that Tom is truly one of the masters in designing great experiences.

While we will certainly be tapping into his expertise to get some practical insights and advice, our focus for the next show in the series is going to focus on the challenges customer experience designers face. From selling the process to management, to coordinating teams, to making difficult decisions with little to no data and in particular in regards to the constant process of refinement that we must embrace to correct our mistaken assumptions. If you are striving to make CX part of your career path or simply trying to figure out how to bring CX into your organization’s processes around customer engagement and marketing, you must join us next Wednesday October 14, 2015 at noon PST.

Tom Illmensee – Bio

Tom Illmensee is the Director of User Experience and Design at Prezi, where he coaches user experience teams and fuels product innovation through design research. His 15-year journey in UX has covered wide territory: from a startup focused on philanthropy, to a software company helping people find service jobs, to an e-commerce giant and technology consulting. He’s even been a professional musician, preschool teacher, library clerk and cook. Along the way he has discovered new ways of collaborating and surprising paths to empathy. Tom has a master’s degree in Interdisciplinary Studies from Virginia Commonwealth University. He recently moved from Richmond, Virginia to Budapest, where he plays guitar entirely too loud, runs every day and refuses to shave.

Need help creating design moving customer experiences? IBM Journey Designer enables you and your team to collaboratively visualize journeys, set shared marketing goals, and create and refine tailored experiences for dozens of priority segments. Learn more on this blog post or try it at no cost at ibm.com/journey-designer.

SPONSORED BY IBM JOURNEY DESIGNERIBM Commerce Blog logo


For more about the #CXDNow series, why I am doing it and where we are headed, read this background post.

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#CXDNow Premiere – Brian Solis, “X – The Experience When Business Meets Design”

#CXDNow Premiere - Chris Heuer Interviews Brian Solis
The time for customer experience design is now! In this premiere episode of our new web series CXDNow, host Chris Heuer interviews author Brian Solis to discuss his perspective on Customer Experience Design and his new book, “X – The Experience When Business Meets Design“.

In part 1 of the interview we discuss the basics, providing an overview of what Customer Experience Design is and what is driving it. Specifically looking at creating and supporting a truly customer centric view. In fact, going beyond the traditional lip service to embrace “radical customer centricity & empathy”. We also discuss the role of journey mapping and its importance in coordinating marketing and engagement efforts across the company. In part 2 of the interview below, we go deeper into the challenges and opportunities this change creates and how to best approach the practice to find success. Finally, in part 3, we open up our Blab and are joined by Ross Quintana who shares his perspective having been working in this space for many years and helping organizations transform to reap the benefits that such forward thinking provides.

Our goal with the series is to help advance the field of Customer Experience Design, to provide you with the insights and advice you need to bring this important practice into your organization. By embracing radical customer centricity that creates true empathy for the customer along their journey, you can not only survive in the current market, but thrive. Over the course of the next six weeks, we will cover the basics, help you understand how to sell it to your leadership and get into the practicalities of how to do it better and ultimately look to the future.

If you would like to be a part of the taping of the show and join in our post interview conversation, you can join us on Wednesday October 7, 2015 at noon PST on Blab as we interview Doug Foulds, product manager for IBM Journey Designer as we discuss The Need for Customer Experience Design and Journey Maps.

Need help creating design moving customer experiences? IBM Journey Designer enables you and your team to collaboratively visualize journeys, set shared marketing goals, and create and refine tailored experiences for dozens of priority segments. Learn more on this blog post or try it at no cost at ibm.com/journey-designer.


 

Brian Solis Interview Part 1 of 3 – What is Customer Experience Design

Brian Solis Interview Part 2 of 3 – The Challenges and Opportunities

Brian Solis Interview Part 3 of 3 – The Blab with Ross Quintana

SPONSORED BY IBM JOURNEY DESIGNERIBM Commerce Blog logo

Join us on Blab on Wednesday October 7, 2015 at noon PST for S1E1 where we interview IBM Journey Designer product manager Doug Foulds to discuss The Need for Customer Experience Design and Journey Maps along with another special guest practitioner.

#CXDNow Interview with Doug Foulds - The Need for Customer Experience Design and Journey Maps

 

For more about the #CXDNow series, why I am doing it and where we are headed, read this background post.

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The Slow Rise of the Customer Experience Designer & Architect #CXDNow

The Slow Rise of the Customer Experience Designer & Architect aka, “Why Chris Heuer is focusing on CX and the role of Holistic Strategy”
In 1999, the full impact of the nascent digital revolution was just finally being realized. The vision of the future I first saw 5 years previously, when I launched my first “dotcom” and interactive agency, was starting to become reality. With a new baseline for the status quo, everyone was beginning to have visions of what might come next – mobile, interactive tv and ubiquitous networked computing. Through my position as the Chief of eBusiness at the United States Mint, I began to connect with the Fast Company community more deeply after being a reader from issue #2. It was then that I discovered “The Experience Economy” and began to really think differently about marketing and engagement.

At the time, filling the marketing funnel was focused on advertising, a bit about PR, and increasingly about being an interactive lean forward experience instead of a lean back media experience. I had some marketing experience, some ad sales experience and a lot of common sense, which was still considered unconventional wisdom by most. I had also learned of the power of “Virtual Community” from Howard Rheingold’s fantastic book that introduced me to the power of ‘social media’ in the form of human connection through computer mediated communications. All of these experiences and visions of our future coalesced that year when I was charged with the marketing and growth of numismatics through electronic channels. I thought, “how the heck can I grow the market for coin collecting?”

There were a few obvious things, like reaching out to children and those interested in history. I tried to develop communities on the various portals, but could never convince the marketing boss to let us try to partner with Lycos or Yahoo. In fact, I even failed to get an online advertising budget, even though we had Kermit the frog as our official ‘Spokesfrog’. The old guard was standing firm on this stuff, and it was my first real experience in trying (and failing) at corporate change management. We had some wins though, so it was a great experience overall, especially working with Michele Bartram who was (and still is) a pioneering leader who knew a bit more about how to play this silly game called office politics.

But for myself personally and professionally, it was a pivotal moment. In asking that question about how to grow the market, it lead me to thinking differently about the nature of the market itself. It’s when I developed what I then called the customer experience lifecycle, or what is now more commonly known as the customer journey. Not thinking about a particular segment, but thinking about how the whole world related to our products and the market as a whole.  Thinking about how we could change people’s behaviors in a positive way towards our offering and ultimately, buy more products and spread word of mouth. By figuring out what knowledge they needed to have and what experiences depending on the stage of the relationship, we could provide them value beyond the product and ensure that they were connected to more people like themselves. In so doing, we could develop loyalty and reinforce their interest in coin collecting to potentially maintain it as a life long hobby.

Customer Experience LIfecycle v.5

Simultaneously, we were seeing the rise of CRM, moving beyond list management and into the era of relationships. Unfortunately, as with most early movements, there was a lot more lip service to the idea of relationships, and early CRM was mostly focused on managing order history and tracking customer support. They spoke loftily of getting a 360 degree view of the customer, of combining Claritas demographic data to develop new insights that would feed the communications strategies and messaging content. All the while not realizing that fully embracing these principles would require that we provide customers a 360 degree view of the company first. Or as Patricia Seybold would say with Customers.com, “Provide your customers with all the information that they need to purchase and enjoy your products or services.” I knew then, as we all do now, that embracing such a concept would transform the market and society as a whole. To actually care about customers, what a concept!

So I started working on advancing a concept I called, “Holistic Business Strategy“, thinking more about the whole of the business then any of its siloed parts. Years later, I saw similar thinking in what Robert Scoble called “the contextualizers,” people who could put aspects of the business in context to develop greater understanding of both strategies and operations to improve the bottom line. But at the time, holistic was more closely associated with hippies, crystals and ayurveda than serious business. In fact, despite my article from 2011, “The Time has come for Holistic Business Strategy,” the time has still not come – at least not fully. Instead, the concept has arisen in the form of Customer Experience, Journey Mapping and Design Thinking using an ‘outside in’ approach. Same thinking, same impetus, similar executions, different language.

While my concept of the customer experience lifecycle was not leveraged by the US Mint in the way that I had hoped, I was able to convince the COO of Palm, Alan Kessler, when we were both speaking at PC Expo in 2000. That lead to a multi-year relationship with Palm, where I worked with a stellar web team, the majority of whom I still stay in contact with today. During that time I became friends and worked closely with Rick Wootten, who had a similar understanding of a modern approach to marketing and a similar desire to get beyond interruption based advertising. We saw greater power in the development of content that would help people move along their journeys and build closer relationships with the company and its products.

After a long courtship, I secured a contract to not only help Palm build a platform for the Palm Economy, but to also develop a next generation content management system that would in essence be driven by the strategic principles inherent in what I had then come to call “The Customer Strategy.”

This is why I was excited to see a demo of the future looking Customer Journey Designer product from IBM back in May 2015, at the IBM Amplify conference in San Diego where I was invited as a #NewWayToEngage influencer. To see the vision of a journey mapping product that not only served the purpose of enabling people from across a company to better collaborate in service of their customers needs, but also to serve as a dashboard to monitor execution and optimize spending in near real time. It was, as Olivier Blanchard wrote “the marketing management solution we have all dreamed of.”

Naturally, I was beyond excited and sought to learn more. It is then that I discovered that the product was still in development and hopefully would begin with availability in the fall. So when the influencer program managers reached out to me to meet with the product management team in early September, I jumped at the chance. For all the conference invites and travel IBM provides through the program, the main compensation is the access and the extra promotion of my independent work and words. Given that they were going to pay me for a few hours of consulting to share some of these experiences and insights I have developed over the past 16 years, I was particularly excited. Not only to see something I have been thinking about come to life, but to in some small way contribute to it, to be a part of it. Well, that’s just cool.

It was then that I saw the first demo of the Journey Designer product, which is now available for free to everyone, and had a chance to discuss the vision for the product strategy and road map with Doug Foulds and his team. As he told me during that call, “we have humble beginnings in front of us, and are looking for practitioners to go on this journey with us.” This reinforced what I’ve come to learn over the last several years through my relationship and interactions with them, this isn’t your father’s IBM. The nature of business is fundamentally transforming to a broader appreciation for the true nature of the ecosystem in which it operates and an understanding of the symbiotic relationship between companies, employees, customers, partners, and even competitors.

After that call, I huddled with some of the #NewWayToWork team and we discussed possible ways I might be able to work with them beyond simple advisory calls. Amy Tennison of IBM and Courtney Smith Kramer of PureMatter are not only smart people who I respect, they have also become good friends over the past couple of years through which I have been engaged in the program. So when Courtney suggested there might be sponsorship dollars available to more deeply explore this topic and share my insights with everyone through my blog, I realized that the time had come to actually share some of this story and to help ‘advance the field’ more broadly.

As with social media 10 years ago, I see Customer Experience Design as having it’s zeitgeist moment. Not only is this new Journey Designer product from IBM being released now, but my dear friend and colleague Brian Solis is launching his new book, “X – The Experience When Business Meets Design.” So as we went on the journey together to expand the proper use of social media by people around the world, so to are we serving to empower this next wave of business transformation with insights and inspiration. As I said to Courtney, “the time for Customer Experience Design is NOW!”. This is how I landed on the show being called #CXDNow.

Personally I am incredibly optimistic about where are going with this latest advancement to market engagement. Where it starts today with the IBM Journey Designer is as a simple design tool that enables people from across the company and their agencies to collaborate in real time on the development of a customer journey map. To lay out all the different phases of the customer journey and all the different touch points, campaigns and experiences that any customer might have across an omni-channel landscape. While it sounds simple, as you may have heard in my conversation with Brian Solis yesterday, the coordination of these activities requires a certain type of collaborative culture, and is often only happening in companies who have already undergone a digital transformation or modernized their culture for our current market. Although I can’t reveal where it goes from here due to the NDA I have signed with them, I can tell you that I hope to be a part of that journey in many ways, not only as a creator of sponsored media or a member of their influencer program, but as a user and perhaps one day, more.

Over the course of the next six weeks with #CXDNow, we will cover the gamut of topics that you need to know in order to leverage the power of Customer Experience Design. From the basics to the future. Together we will not only cover educational material, but we will also see how the principles are put into practice as I seek the advice of leading practitioners who we have invited as guests. Beginning on Wednesday at noon PST with an interview of IBM Journey Designer Product Manager Doug Foulds, we will more closely examine the current need for their product and understand the broader benefits of journey mapping for your customer experience.

This is an exciting time. For me, it’s been 16 years in the making. Not only do we have all the amazing insights Brian Solis has packed into his Book “X,” and the lessons learned from the IBM Journey Designer team, but by using Blab to record our shows, I will also have the opportunity to share more of the work I have been doing and have yet to publish. Perhaps more importantly, we will also get a chance to learn from you, so that we may accelerate and amplify the rise of the customer experience designer and architect for our mutual benefit, together. In so doing, we have a chance to go beyond paying lip service to customer centricity, and finally embrace what I call “radical customer empathy.”

Join us, with #CXDNow.

Disclosure: While IBM is sponsoring the #CXDNow series, the contents and opinions are purely my own. As a #NewWayToEngage and #NewWayToWork Futurist, IBM includes me in events like the upcoming #NWTW Tour and the #TEDatIBM event, amplifying my independent comments without directly influencing what I say in any way.

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Get Ready for Customer Experience Design Now! #CXDNow

#CXDNow Premiere - Chris Heuer Interviews Brian Solis

[Update – watch the Brian Solis interview from October 3, 2015 now]

I’d like to invite you to join me on a journey to explore the state of Customer Experience Design in a new series I am producing and hosting, #CXDNow. Sponsored in part by IBM’s new Journey Designer product, together we will endeavor to “advance the field” through conversations with subject matter experts and leading practitioners. Further, as a community of practitioners, we will collaboratively work on developing a journey map for my new community project, We Are The Solution, putting the principles into practice in real time, together.

The series kicks off this Friday October 2, 2015 at 4pm PDT with a live Blab interview featuring Brian Solis, whose upcoming book “X – The Experience When Business Meets Design” dives very deeply into this subject. Together we will set the stage for the following six episodes to explore what CXD is, why we need it and how it is done. Then next Wednesday October 7, 2015 at noon PDT, we will discuss “The Need for Customer Experience Design and Journey Maps”. During that show, I will be interviewing Doug Folds, the product manager for IBM’s new Journey Designer product and one of the sponsors of the show to discuss his plans for bringing the practice of Customer Experience Design into the mainstream as a #NewWayToEngage.

If you are a customer experience designer, a journey mapper, an omni-channel marketer, a startup founder, a product manager or just someone who is interested in understanding this important topic further, #CXDNow is where you will expand your knowledge and hone your skills. Over the course of the series we will develop a body of work for the community that examines the business case, the core concepts and the specific practices that will enable you to design great experiences that enable your customers to find success on their journey.

While CXD has been around for quite some time now (often referred to as simply #CX, a cousin to #UX), it is just now finally coming into it’s own, hence the name of the show, #CXDNow. The Intention is to not only address the current state of the field but also to impress upon the business community the urgency for adopting these practices NOW. Given the soon to be released book, “X – The Experience of Business Meets Design” from my friend and colleague Brian Solis, and the other increase in interest and focus on this subject from organizations like IBM and others, the time to better understand this subject is definitely upon us.

I first began exploring the idea of journey mapping while working as the Chief of eBusiness at the United States Mint back in 1999, where I was charged with digital marketing responsibilities for the numismatist community (aka coin collectors). It was there that I developed what I called the “Customer Experience Lifecycle” (below), which later lead to my development of the Engagement Matrix while working with Palm and ultimately the Engagement Wheel while working with the American Heart Association while serving as a Social Business leader at Deloitte Digital.

Customer Experience LIfecycle v.5

What I came to realize was that organizations needed to go beyond customer-centricity, especially given how much lip service had been paid to that idea over the years without practical change in attitude or action. Now as a result of our increasingly transparent, connected market, it’s time for radical action, it’s time to embrace greater empathy, not only for customers, but also for employees, contractors and partners. In fact, as I think of #CXDNow, I believe there are three primary pillars that need to be explored:

  1. The business value of customer empathy
  2. Design thinking applied to the overall customer experience
  3. How we work together to create greater success

While each show in the series and posts to this blog will address its own set of issues, I am, as is often the case, looking at this opportunity more holistically. At the end of the series, it is my hope that we will have produced a unique collection of insights and resources that can be utilized to bring Customer Experience Design to more organizations and more opportunities to customer experience designers as a result.

The show will take the form of a weekly conversation with leading experts on Blab.IM. If you are a customer experience designer interested in being a guest on the show, or someone working to advance the field, please complete this simple form so we may consider you as a future guest.

Through the use of the hashtag #CXDNow, we will curate a set of resources for practitioners and collectively discuss a key question each week. The media produced will be gathered into multiple blog posts for posterity and further conversation right here on ChrisHeuer.com. Templates (aka Canvases) will be produced and shared that embody the best advice from practitioners.

While I am not anticipating building another Social Media Club for CXD, the possibilities of what we can do together as a community are endless. That said, I am seeking your support and input to solve a massively important social problem through our work on the journey maps we are developing for We Are the Solution. Together, we will explore how can we build a movement of activism focused on cooperation in the development of reasonable solutions, instead of activism through opposition.

I am grateful to my friends at IBM, PureMatter and from across the Social Media Club community for the opportunity to bring together many of my diverse talents and interest in this series, and look forward to expanding awareness of the importance of Customer Experience Design as well as the skills of its diverse practitioners. So join me this Friday afternoon at 4pm PDT as I interview Brian Solis and again next Wednesday October 7, 2015 at noon PDT as we launch our journey towards #CXDNow.

To get started, the question of the week for you to consider, “Why do we need Customer Experience Design now more than ever?” Tweet your responses back to me using the hashtag #CXDNow and we will discuss them on the show.

Need help creating design moving customer experiences? IBM Journey Designer enables you and your team to collaboratively visualize journeys, set shared marketing goals, and create and refine tailored experiences for dozens of priority segments. Learn more on this blog post or try it at no cost at ibm.com/journey-designer.

SPONSORED BY IBM JOURNEY DESIGNERIBM Commerce Blog logo

 

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