제가 일하고 있는 부서는 CPE(Customer Partner Experience)입니다. 워낙 UX의 흐름 속에서 1년 넘게 있다보니, 이제서야 느끼는 거지만 제가 하고 싶은 분야는 엄밀히 말하면 UX라기 보다는 CX가 아니었나 싶습니다. 일하면서 공부하는대로 열심히 정리해 볼까 합니다.
Customer Experience : "the process of strategically managing a customer's entire experience with a product or company." -by Bernd Schmitt
2.
CEM: the discipline, methodology and/or process used to comprehensively manage a customer's cross-channel exposure, interaction and transaction with a company, product, brand or service."
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Essentially five key areas that CEM practitioners or "Experience Architects" examine
(http://www.marketingprofs.com/6/duncan3.asp)
The customer.
developing a multidimensional understanding of customers
The Environment.
-Examining the "landscape for brand discovery"
-plans which "order the paths" that customers commonly follow in the purchasing process
-multi-path strategies work to ensure that customers have an intuitive, pleasing experience
at every step in the journey to brand discovery
- to remove barriers that confuse, inhibit, discourage or de-motivate customers
-create a more engaging, efficient, pleasing, personable or memorable environment within which to interact
The Brand.
the development of visual identity, assets, taglines, communications, logos, and other brand assets that help shape perception and define the brand in the marketplace.
The Platform.
-A company's operational infrastructure
-move from an "inside-out" focus (on internal operational constraints such as production, capacity, etc.)
to an "outside-in" focus (on customer-centric delivery), operational analysis is essential
The Interface
-focuses on refining and optimizing the customer interaction within any channel to produce desired and pleasing outcomes.
Relevant books
Customer Experience Management
Experiential Marketing
The experience economy
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