By Design: What Happens When UX Meets CX - Talkdesk - ContactCenterWorld.com Blog
This blog post is an Opentalk 2016 panel recap. For more Opentalk content, check out Opentalk Full Coverage.
Moderator: Blaire Fernandez, Director of Customer Success, Talkdesk
Panelists: Neil Straghalis, Experience Design Group Manager, Intuit
David Westen, Principal, REDSHIFT
Ellen Belder, Head of Product Design, Stitch Fix
What makes for a good UX?
NEIL: It starts with understanding your customer. What do they need to do? What’s their mindset? What’s important to them? Take the whole context into account. Design a product or service that meets them where they want to be.
DAVID: A good digital experience makes your life better in some way. It addresses some real problem or contributes meaningful value. Two words: Simple. Meaningful. Most of our time goes into making things simpler.
ELLEN: Good design is invisible. People don’t notice the best design.
What makes for a good CX?
NEIL: Empathy. To build a great customer experience, you have to have a lot of empathy with your customers. Try to understand what their life or job is like.
DAVID: Here is an example of a great CX I once had: I used a service that delivered groceries to my home about 16 years ago. I don’t remember the design of their website. What I remember is the human who delivered my food. He saw that my ice cream was melting as he brought it into my home. He told me that I could put it into the freezer and it would solidify again, but that he would also get me a refund.
How does data factor into CX?
NEIL: We are always trying to get better at dashboards and data. They can help align team goals. If we are working on things that don’t align to metrics, we need to talk about it.
DAVID: Data is important, but it’s two steps removed from the customer.
ELLEN: Companies that pair emotional experiences and empathy with data can see powerful results.
Getting perspective on UX
NEIL: You become consumed by your job. Internally, we overestimate the importance of our own software or product and the role that it plays in the customer’s life. We spend all day, every day, with it. Customers spend much less time with it. You may forget how little it may mean to someone. You need to think about your customer’s whole life; using your product is not their whole life.
DAVID: We make a big deal out of the digital experience, but I can’t help that the product experience is just a part of their day and it’s a tiny part of the customer experience.
DAVID: As a professional, I’m passionate about creating great visual experiences. As a person, I think customer experiences are more memorable than visual experiences.
ELLEN: Every person in design loves getting information from CX. It’s a valuable source of user empathy.
DAVID: We are forgetting about the agent experience. I question whether you can have an outstanding customer interaction if the agent software experience is awful.
For more Opentalk content, check out Opentalk Full Coverage.
Opentalk is a forum on the future of customer experience and communication. It brings together forward-thinking business leaders who believe in the revolutionary idea that real-time communication is the best way to provide a superior customer experience. Opentalk will explore how technology can improve the customer experience by enhancing customer loyalty and happiness. Celebrate and learn about the innovations that are fueling the customer experience revolution at Opentalk 2016.
Publish Date: May 26, 2016 5:00 AM
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