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Without good customer experience or CX, companies are likely to fail the race for differentiation. As a result, CX is becoming an important discussion topic in many organizations and some are even installing teams, who are finding themselves fighting in the CX culture revolution.

 

 What is CX?

 

CX or customer experience is at the root of customer satisfaction and loyalty. It extends to all the touch points a company has with potential and current customers during the pre-sale, point-of-sale, and post-sale steps of the sales cycle.

 

In other words,…

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Data integration is a must for delivering a good customer experience (CX). Why? Many companies are trying to improve the customer experience using personalization, using countless data sources.
 

However, the problem is that the same customer shows up through different channels. As a result, the CX team is treating him or her as different customers.
 

Tim Hayden, from Brain+Trust Partners tackled this subject at the 2018 Dallas CX Talks with his presentation Know Your Customer Before It’s Too Late. 
 

Above all, Hayden’s proposes creating a…

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New product development benefits enormously from customer experience (CX) research if done right. Sometimes, CX research is reduced to gathering product attribute lists outside the context of the actual experience. Moreover, companies often do CX research on an ad-hoc basis, not as part of a process. This leads to missed opportunities to save time and money in the process.
 
 
At the 2018 Dallas CX Talks, Brian Sullivan, from Sabre, presented a case study illustrating the value of CX research to product managers. His presentation, Making the Unnatural Natura…

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To invest in CX might seem the obvious thing to do given the fierce competition many companies face. However, at this point, many executives are still trying to grasp what that means. Kari Mickelson from MoneyGram International Partners discussed how her team got MoneyGram on the CX wagon in her presentation Building Buy-in to Invest in Customer Experience (CX) as a Practice at the 2018 Dallas CX Talks.
 
As the title suggests, Mickelson’s presentation was about how to get money from the executive management to run an internal CX practice and turn an organization into a…

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UX research methods are becoming popular as more companies try to provide a good user experience to their customers. Many are realizing this is not limited to improving a website or app usability.

User Experience Design Process

Designing a good user experience requires a user-centric iterative process. This can be represented as a continuous loop of four key phases  and that always comes back to the user:

Assessment: Understand what users are doing, what their needs are, and what problems they faceDesign: Develop ideas of how to deliver a solution to the problems…

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More and more companies have started paying attention to user experience (UX). This is often associated with the experience using websites, apps, or at physical stores. At times, user experience is reduced to usability issues, but it goes beyond that.

Where is the User Experience Happening

The fact is that user experience happens every time a customer interacts with a product or service while:

Choosing the product/serviceAcquiring the product/serviceLearning to use the product/serviceUsing the product/serviceFixing the product/service, if applicableUpgrading t…

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Many B2B websites fail at their primary objective: To help B2B buyers do their job; buying, that is. They forget that B2B buyers are also consumers who are increasingly making purchases online. This affects their expectations of how any website, including B2B websites, is supposed to work.

Moreover, many B2B sites are purposely vague or use self-aggrandizing jargon to entice potential buyers to call. The problem is that B2B buyers are busy people. They don’t want to waste time hearing a sales pitch unless they think you have something they want.

Consequently, B2B websites…

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Good website navigation is a basic requirement for any business website. A recent study about online shopping from Big Commerce asked about what factors influence shoppers to buy online.
 
Not surprisingly, the first one is the price (87%). After price, the other 6 factors influencing purchase decisions are related to different aspects of the service or the product/brand:

Shipping cost (87%)
Product variety (71%)
Discount offers (71%)
Trustworthy reviews (68%)
Return policy (68%)
Brand reputation (67%)

 
Navigation Experience
 
Once thes…

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