Since when and why does CX have its own entity, beyond market research?

I had been constantly hearing about CX or customer experience for some time, as a new science. I, as a qualitative market analyst, had always analyzed experience as one more item. What had happened that he was now gaining such prominence?

With that doubt in mind, I went to the CX Xplorers event organized by Adigital, Uxer School and Sngular in Barcelona in March 2020, where María Isabel Hausasquiche and Sarah Rink presented their own method in 7 stages to assess the level of CX maturity. of your company

My learnings, as always, went beyond answering this question:

1) More than half of the users prefer to pay, if this is going to mean an improvement in the experience. This indicates the great importance of UX.

2) Technological advances in other categories raise customer expectations, making them more demanding of our brand / category. At a time when doctors operate remotely thanks to 5G or Ubereats brings our orders to the football stadium via drones, it is not surprising that our client expects a lot from us.

3) Market research is from minute zero when we start a UX process. Putting the focus on the user means getting to know them in depth.

4) The customer-centric spirit must be present at all levels, even from the company’s management. Walt Disney as a paradigmatic example, dressing up as a gardener to walk around Disneyworld. He not only learned from his clients, but also sent a clear message to his workers.

5) Conferences, even if they have a large audience, can be participatory. With our mobile, we entered the website, we voted and we saw the results of the survey on the screen. It generates audience engagement and helps establish what has been learned.

6) Design thinking also makes sense in UX if we want to innovate and thus differentiate ourselves.

7) There are many ways to make a PMV (Minimum Viable Product), without ceasing to be minimal (cheap and fast) and viable (useful for pre-testing hypotheses). From the tools to emulate apps, to the Wizard of Oz, through prototyping with cardboard. Creativity to power!

The Wizard of Oz technique, older than bread, but still valid and super useful. Here is the PMV example to test an app that would write what we dictated. Instead of programming an app, the client was put in front of a computer and a microphone, and, on the other side, a person manually typing the text that the user could see on the computer in front of him. Smart!

Manufacture a prototype ATM? Needless. Emulating it with cardboard is enough for the user to interact with it.

8) At the end of the event, I was finally able to ask my question: why has customer experience analysis become so relevant today? María Isabel Huasasquiche, from the Uxer School, replied that the existence of UX experts within corporations is due to the fact that only a very satisfied client repeats, “he gets on the roller coaster again”, delighted with the experience.

But in another event held in Barcelona (Women in Big Data, organized by Cisco, of which you can also see an article in this blog), María de Olano completed this answer: to achieve digital transformation in companies it is necessary to incorporate big data . But big data cannot be bought or stolen, it “must be earned”. And the way to obtain the data of our clients is by providing them with an excellent user experience (google maps as a paradigm).

The question would be: in the future, will access to big data continue to be so tied to the UX or will the business model change?

She also left you the infographic summarizing the event that Silvia de León González, the visual thinker, was doing live. Total admiration.

And for the final networking, what better than looking for the members of your rock band to interact? The Spice Girls thing touched me because I was late, eh, for the record! 😜