Deliver against your brand promise with
CUSTOMER EXPERIENCE (CX)
ABOUT
To truly maximize your CX impact, you cannot limit your CX focus to just sitemaps, wireframes and user stories. For many, User Experience (UX) design is equal to Customer Experience (CX) but that narrow view limits your CX impact.
In today’s omni-channel, digital-centric world, CX is a combination of experiences that result when a customer interacts with a series of UX designs. For truly effective CX Design, a brand must think about how a series of UX experiences come together within a customer’s journey.
I recommend that you clearly define both UX and CX and ensure that both internal and agency partners align to your definitions. A common way of defining the two is as follows:
Leverage industry recognized experience
Dennis Haugan, Founder
Chief Customer Experience Strategist
Digital Strategy Partners (DSP) was established by Dennis Haugan in 2015 to provide Customer Experience (CX) consulting services.
Dennis works with clients and agencies to design customer-centric experiences that bring together the right content and capabilities at the right time to help customers make the decision to select, maintain, and advocate your brand.
As both a client and consultant, Dennis has been responsible for setting and executing digital customer experience strategies for over 20 years earning industry recognition from JD Powers, Forrester Research, Foresee, and Dynatrace (formerly Keynote Systems).
Dennis is a former member of the Forbes Agency Council and has been a guest contributor for both Forbes "Marketing and Tech: Five Questions To Ask Before Launching Your Next Digital Campaign" and
Seattle Business Magazine "CEO Adviser: Making Beautiful Music"..
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Increase your CX impact
To truly maximize your CX impact, you cannot limit your CX focus to just sitemaps, wireframes and user stories. For many, User Experience (UX) design is equal to Customer Experience (CX) but that narrow view limits your CX impact.
In today’s omni-channel, digital-centric world, CX is a combination of experiences that result when a customer interacts with a series of UX designs. For truly effective CX Design, a brand must think about how a series of UX experiences come together within a customer’s journey.
I recommend that you clearly define both UX and CX and ensure that both internal and agency partners align to your definitions. A common way of defining the two is as follows:
CX
Customer Experience (CX) is focused on the collective experience a customer has with your brand.
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Brand Experience
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Messaging Hierarchy
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Value Propositions
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Customer Segments
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Customer Personas
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Customer Journeys
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Behavior
User Experience (UX) is focused on the experience a customer has with your digital touchpoints.
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Information Architecture
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Interaction Design
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Visual Design
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Template Design
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Product Design
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App Design
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UX
Scale CX efforts for financial impact
While it’s widely accepted that focusing on CX improves business results, how to operationalize and scale is not as straightforward.
In today’s digitally driven world, you not only need to unify UX efforts, but must also effectively meld CX Design (Marketing) with CX Platform (Technology) to scale the personalized and self-optimizing experiences customers expect today.
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A common method of creating customer experiences must exist across the enterprise to deliver the holistic and personalized experiences expected by customers today. This method must be repeatable and adaptable as customer needs change and platform technology evolves. It must also balance outside-in customer needs with inside-out business results.
The CX method that Dennis developed over the last 20 years has proven adaptable across a wide range of industries including: telecommunications, software, retail, finance, healthcare, energy, and higher education.
Partner to advance CX effectiveness
Dennis works with clients and agencies to design customer centric experiences that bring together the right content and capabilities at the right time to help customers make the decision to select, maintain, and advocate your brand.
Over the last twenty years Dennis curated the best practices he developed into a suite of CX services available through consulting services. These CX services include:
Strategy
balancing customer and business wants, needs and goals within a pragmatic evolution plan
Personas
extension of marketing personas addressing customers wants, needs and goals throughout their lifecycle
Design
scalable methodology and framework for marketing campaigns, product launches, projects, technology platform implementations
Mapping
persona-lead, scenario-based customer journey mapping across the digital ecosystem and throughout the customer’s lifecycle
Roadmap
quick-win optimization sequenced with longer-term evolution