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HOW TO KEEP YOUR CUSTOMERS CONTINUOUSLY
ENGAGED WITH YOU
Jane RobbinsSenior Human Factors EngineerICF InternationalMobile UXCamp DCSept. 19, 2015
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CUSTOMER ENGAGEMENT 2
Who really are our customers?
They are the stakeholders who own the software or product you work on, such as
People from an internal department at your own organization
A government agency
A commercial client
A nonprofit
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Why do we need to keep our customers continuously engaged?
CUSTOMER ENGAGEMENT 3
To understand our users, we first
have to understand our
customers
In the User Experience (UX) field, understanding our users is the most important aspect we bring to the organization…And the key to reaching our users is to establish rich, engaged relationships with internal stakeholders
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What is customer engagement?
The relationship of customers with a brand, with highly engaged customers having
Continuing relationships
Brand loyalty
Better awareness and recall of communications
More likely to recommend the brand
Likely to engage in free, credible word of mouth advertising DEFINITION FROM HTTPS://EN.WIKIPEDIA.ORG/WIKI/CUSTOMER_ENGAGEMENT 4
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CUSTOMER ENGAGEMENT
We can apply the same branding logic to our customer stakeholders
With the fast pace of change in the workplace, we have keep up with their current needs and goals
We have to keep them continuously engaged
Otherwise, we risk losing our seat at the table when new products are being developed
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What are other benefits?
An engaged customer = a customer who supports the UX worldview
Continuously engaging with them:Develops deeper and more valuable relationships
Proactively anticipates their next needs
Ensures your customers keep UX ‘top-of-mind’ when they think about product development
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How do you keep them continuously engaged?Perhaps you’re new to your organization, you have a new set of customers, or you want to reinvigorate your engagement with customers you’ve been working with for a while…
Come up with a set of tactics to build or enhance your relationships with them, on both a professional and personal level
I’ve successfully used twelve tactics in several business and government organizations that really increase engagement
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Decide on your tactics based on…
The UX maturity model for your organization
The relationships that you’ve already established
Your UX focus or
The effort involved IMAGES FROM HTTP://UXPODCAST.COM/88-JARED-SPOOL-UX-STRATEGY
BUSINESSBANTER.COM 8
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CUSTOMER ENGAGEMENT 9IMAGE FROM HTTP://UXPODCAST.COM/88-JARED-SPOOL-UX-STRATEGY/
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The Customer Engagement Model
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Tactic #1: Presentations by UX StaffProvides basic UX information to customers, such as benefits and examples of potential improvements to the customer’s products
Best for organizations where…Maturity – Anywhere from Low (Unrecognized) to Medium (Invested) maturity; other tactics are more appropriate for High maturity organizations
Relationships – New; this sets the stage for future interactions
Your UX Focus – Can be done for either management or employees
Effort – High, though the same presentation could be given multiple times to different audiences
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Tactic #2: Presentations by ExpertsInvolves experts in the UX field who present authoritative information to customers
Best for organizations where…Maturity– Anywhere from Low to Medium, but the topic should be customized to the level of maturity
Relationships – New or Established
Your UX Focus – Can be done for either management or employees
Effort – MediumCUSTOMER ENGAGEMENT 12
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Tactic #3: WorkshopsEngages customers by involving them in tackling a specific app/website/system and working through possible solutions in day-long workshops
Best for organizations where…Maturity – Generally Low to Medium
Relationships – New
Your UX Focus – Generally done for employees, not management
Effort – Depends if you hire an outsider to prepare and facilitate, or do it with your UX staff
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Tactic #4: UX Classes TogetherAllows customers to gain in-depth knowledge, so that everyone shares a common understanding of UX terminology and techniques
Best for organizations where…Maturity – Low to High
Relationships – Anywhere from New to Established
Your UX Focus – Generally done for employees, not management
Effort – Low, if an outside instructor teaches the class, High if you do so
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Tactic #5: Blogs and ArticlesProvides a showcase on your team’s expertise by applying a UX technique to your customer’s needs
Best for organizations where…Maturity – Anywhere
Relationships – Most likely Established
Your UX Focus – For both management and employees
Effort – MediumCUSTOMER ENGAGEMENT 15
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Tactic #6: Office HoursAllows UX staff to educate and consult with customers on issues and questions; this can be virtual or onsite
Best for organizations where…Maturity Model – anywhere from Low to High
Relationships – from New to Established
Your UX Focus – best if you are focused on regular employees
Effort – High to prepare, reuse the same materials, so works out to Medium effort
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Tactic #7: Customer Review BoardEngages customers from different parts of the organization to give input on UX priorities
Best for organizations where…Maturity – anywhere from Low to High
Relationships – from New to Established
Your UX Focus – Generally focused on managers, though sometimes line employees represent their teams
Effort – High to set up meetings, record results, promulgate information to the rest of the organization
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Tactic #8: Invitations to UT and Focus Group SessionsInvite customers to your usability testing and focus group sessions as observers
Best for organizations where…Maturity – anywhere from Low to High; if Low, it will be an eye-opener, if High, it will reinforce the value of UX
Relationships – from New to Established
Your UX Focus – Both managers and employees should be invited, but for different reasons: managers to better understand UX, employees to learn about their users
Effort – Low, since you’re doing the sessions alreadyCUSTOMER ENGAGEMENT 18
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Tactic #9: Offsites Provides opportunity to discuss UX strategy for the organization with your customer
Best for organizations where…Maturity – Generally Low to Medium
Relationships – New or Established, with the focus of the offsite slightly different depending on the existing relationship
Your UX Focus – Management primarily
Effort – High preparationIMAGE FROM REKALLTECH.COM 19
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Tactic #10: UX TripsReinforces relationships when you travel with your customer for a UX-related event, such as a conference
Best for organizations where…Maturity – Generally Low to Medium
Relationships – New or Established, to build further credibility for the UX philosophy
Your UX Focus – Management primarily
Effort – Low preparationCUSTOMER ENGAGEMENT 20
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Tactic #11: Social EventsHolding a social event for customers, such as a Meet-and-Greet or Happy Hour, can be a powerful way to establish and reinforce customer relationships
Best for organizations where…Maturity – anywhere - almost everyone appreciates a party!
Relationships – Anywhere from New to Established
Your UX Focus – For both management and employees
Effort – MediumIMAGE FROM HTTP://WWW.GOSTANFORD.COM 21
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Tactic #12: Co-locate with your CustomersTo maintain continuous engagement, there’s nothing better than meeting your customer at the coffee pot each morning, posting your personas in the halls, and displaying wireframes at your desk
Best for organizations where…Maturity – Can be for any stage, but the most ‘bang for the buck’ at the Low stage
Relationships – For New relationships, this should pay the most dividends
Your UX Focus – Employees
Effort – LowCUSTOMER ENGAGEMENT 22
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Let’s Hear About Other Engagement Tactics and Ideas That You Have Used….
1. Important to set expectations with customers upfront
2. Involve customers in your online dialog, via Slack, Github or other tools and wikis 3. Use customers for dry runs for your testing
4.
5.CUSTOMER ENGAGEMENT 23
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CUSTOMER ENGAGEMENT 24
KEEP YOUR CUSTOMERS ENGAGED!
Jane RobbinsSenior Human Factors EngineerICF International
https://www.linkedin.com/pub/jane-robbins-mba-cua/5/a09/36a
@UX_JaneRobbins