CX, UX and HX

CX UX and HX Webinar

The webinar was broadcast 16 March, click here to access the slides and recordings.

Customer Experience and Usability are two of the fastest-growing areas of market research, and one of the newest is Human Experience. This webinar draws together key strands from CX, UX and HX.

  • What is CX and where is it heading?
    Fiona Blades, President & Chief Experience Officer, MESH Experience, USA
  • CX’s Coming of Age
    Andreea Coca, Customer Experience, Media and Digital Practice Lead for Kantar, Romania
  • One App Instead of Lab: how to optimize mobile experience and conversions with right user testing,
    Dmitry Gaiduk, CEO, CoolTool, USA

 

Synopses

What is CX and where is it heading?
Fiona Blades, President & Chief Experience Officer, MESH Experience, USA
Everyone is talking about CX, with roles spanning from defining the customer journey to managing the call center. So what is CX? And more importantly, what should it be? And where is it heading? Referencing work with Professor Emma Macdonald, Professor Hugh Wilson, Warwick Business School with Shane Baxendale, VP Data Science at MESH and using case studies, we will be exploring models to help us understand what the customer experience is and how to impact on the everyday experiences that will improve it.

CX’s Coming of Age
Andreea Coca, Customer Experience, Media and Digital Practice Lead for Kantar, Romania
This year marked the 21st anniversary of Pine and Gilmore’s Experience Economy, with customer experience management reaching age of majority across the globe. However, CX Maturity level-wise, most global brands and companies still linger in their infancy or, at most, tumultuous teenage years. The presentation will explore top 3 challenges and solutions to overcoming them –having the right customer-centric culture, framework and program in place –drawing from customer-obsessed lead research and consultancy practices as well as CX leaders across industries.

Using UX Thinking to Accurately Measure Value
Jack Miles & Matthew Hellon, Northstar Research Partners, UK
Value – what marketing exists to deliver – is measured by consumers’ willingness-to-pay for a brand. Currently, poor research UX means existing willingness-to-pay methods don’t allow marketers to measure if they actually deliver value.

One App Instead of Lab: how to optimize mobile experience and conversions with right user testing
Dmitry Gaiduk, CEO, CoolTool, USA
70% of the global population uses a smartphone every day. The conversion rate in m-commerce is catastrophically low – around 80% of carts on mobile are abandoned because of poor UX. While Google Analytics reveals the wide but superficial data about user actions and digital tools with click-based heatmaps focus on selective interaction points only, UXReality explains user motivation providing a comprehensive picture of users’ behavior drivers. The app helps to get user behavioral insights to continuously optimize conversion and ROI. UXReality allows you to see the website through the users’ eyes and understand their feelings to mitigate the inefficiencies of most mobile experiences.

Move over UX and CX, here comes HX – Human Experience
Ray Poynter & Amélie de Brem, Potentiate, UK & France
In earlier times the focus tended to be on the product and/or service. More recently the focus has shifted to the customer/user/view etc, as in customer-centricity. However, even customer-centricity is an ‘inside-out’ perspective, not a perspective that focuses on people. The modern realisation is that people do not rotate around brands, brands rotate around people. The presentation shows why the future will be around Human Experience and will illustrate this with case studies and tips.