Some things marketing can learn from design

The connection between marketing and design is increasingly intensifying in organizations. The forces of digital, the communication power of the customer and the value of experience are driving the two disciplines towards each other. Marketing has been a long-time proponent of connecting with customers, from the inside-out. Now, design brings a perspective, culture and mindset on problem-solving that marketers can learn from.

Digital CX improvement requires a systematic approach

A Forrester paper commissioned by Informaat

To consistently meet or exceed customers’ expectations, firms must take a systematic approach to digital customer experience management. In conducting in-depth interviews with 16 business professionals, Forrester found that several of these companies had adopted some best practices for digital design.

What all UX designers should know about login and security

The more secure you make something, the less secure it becomes. Why? Because when security is too much in the way, people will think up short-cuts, work-arounds and hacks to get the job done. As UX designers, we can (and must) do something about it. In this post, I’ll try to explain the security process of digital access and what single sign-on, multi-factor and adaptive authentication mean. I’ll outline the theory with a few cases, one of which is a security-related project I worked on for an insurance company.

From customer service to brand experiences

“Every business is a service business in some sense these days,” says Mark Di Somma in a recent post on customer brand experience. For that reason, customers expect “customer service” as a pre-condition in their relationship with a company. It’s only the customer experience that brands deliver that makes the big difference.

From the ServDes2014 conference: The five editor’s picks

Besides experience design, we consider ourselves part of the service design community. As the experience and service industries grow, expertise in service design has become increasingly relevant for us. Some of our knowledge, insights and competencies are derived when companies and practitioners collaborate with academia, and those results are shared. At an event such as ServDes2014 (9-11 April, Lancaster UK), relevant and interesting research information is presented, discussed and shared. We picked five papers from the conference proceedings that we felt are especially relevant.

From customer journeys to services and experience

A four-stage CX maturity model

By now, many organizations understand the relevance of a customer focus and try to incorporate customer thinking in their strategy. However, confining a customer experience strategy to only customer services and customer journeys only is missing a trick. While they are both important, a larger opportunity exists by moving into customer-centric services and experiences.

Four guiding principles for CX excellence

Similar to operational, financial or strategic excellence, customer experience (CX) excellence is an organizational competence, capability or capacity. In the 21st century, organizations with a high degree of CX excellence are more successful than others. They focus not only on the needs, expectations and dreams of customers, they also tend to have high levels of employee engagement. The level of CX excellence can be determined for all kinds of organizations, both profit and not-for-profit. While CX excellence for commercial organizations may result in increased profit, growth and shareholder value, for government agencies it reduces costs, increases trust or builds on renewed connections with citizens. But what are the principles guiding organizations to CX excellence?

At the INTERSECTION of design thinking and systems thinking

A trip report from a cross-disciplinary event

Last month, I attended an event on what hopefully will become a new community of knowledge and practice: strategic enterprise design. At INTERSECTION (Paris, 16-17 April 2014), the communities of experience design and enterprise architecture and design hooked up, each with their own views, opinions and insights on the enterprise of the future. The conference was a cross-disciplinary encounter of communities, previously hardly aware of each others existence. And as they say, ‘cool things happen at the edges’.

Insurance companies’ untapped digital opportunities

In many industries, digital transformation creates new opportunities and challenges. Becoming digital also means finding the best way to serve customers based upon available data, intelligence, and insights. The insurance domain can benefit tremendously when digital excellence is their core performance indicator. McKinsay-analists Tanguy Catlin, Pradip Patiath and Ido Segev dive into what digital excellence for insurers means.

How employee engagement impacts the customer experience

Engaged employees are a great asset for companies, especially in relation to delivering great customer experience (CX). In a webinar (2012), customer experience transformist Bruce Temkin (of the Temkin Group) and chair of the Customer Experience Professionals Association ( explains how companies with superior customer experiences and loyal customers deal with the engagement of their employees.