Last week we attended Sabio’s ‘The Art of CX’ conference in London. The conference aimed to examine all aspects of the relationship between customer experience (CX) and user experience (UX).
The event drew 80 digital ambassadors who networked, shared experiences and heard from industry experts. Dan Miller, Lead Analyst at Opus Research and Matt Goddard, Digital Product Director at Three UK, along with others, took to the floor to discuss the future of CX and UX, the technology and processes needed to drive a relationship between the two.
The importance of test and learn to drive innovation
Two key themes emerged from the event; the first, the need to adopt a test and learn approach to innovation. The second was the importance of empowering your employees and motivating them to become champions of your brand; happy customers will soon follow.
All companies presenting preached a test and learn approach to innovation, even those with huge legacy system challenges. Stuart Dorman at Sabio shared a quote from Reid Hoffman, Founder of LinkedIn ‘If you are not embarrassed by the first version of your product, you’ve launched too late.’
This shaped the discussion for the day. The speakers stressed that the only way to truly innovate was to launch small and frequent pilots, establish an MVP, and learn what works in order to develop the next iteration.
Matt Goddard expanded on this point further, explaining how technology partners have enabled Three to understand why online visitors needed support offline, and how they might be able to personalise their service on an individual level in the future. By embracing agility, and deploying test and learn, it becomes easy to understand where the relationship between CX and UX is flawed, and can be improved over time.
Happy employees lead to happy customers
When looking at CX and UX, another avenue worth exploring is a resource already at your disposal: employees. No one knows your business or your customers problems better than your frontline staff.
A great example of using frontline staff is from Homeserve, who has spent more than £500,000 activating ideas brought to them by call centre agents that involve the business going above and beyond to surprise and delight their customers.
A real-life example was provided when a customer who had been with Homeserve for 15 years without making a claim experienced an issue with her boiler. Despite not being covered by the terms of her policy, the agent was given the power to provide the service regardless; delivering a great customer experience.
CX and UX matters
Test and learn, and employee empowerment are not new practices; however they are often not considered business priorities. However, the buzz that ran through the event stressed the importance of these practices, especially when building and improving your organisation’s CX and UX.
At Now Interact our approach to improving CX is to really understand what your visitors want when they arrive at your website; your “digital front door”. In our recent eBook we discuss the five questions to better understand your web visitors. Download your copy.