BXD IA - Business Experience Design
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Can you explain the difference between CC, CX and UX?

Much is said about these topics, but we do not always have a clear idea of what differentiates these concepts, which are so important and complementary to any business today.

I’ve gathered here some excerpts from my newest book to help you in a more accurate and objective distinction. Obviously, all of it is much more detailed in the book “A Jornada do Cliente” (The Customer Journey) - released in July 2020 in Portuguese and soon available in English, Spanish and Deutsch.

CUSTOMER CENTRICITY - CC

"Customer Centricity is a change in the mindset of organizational leadership and places the customer in the spotlight, redirects the organizational strategy and enables the delivery of the necessary experiences for customers and employees.”

When we talk about Customer Centricity, we are saying that the organization is concerned with how its actions and decisions can affect customers' experiences.
A customer-centric organization involves people, technologies and processes during the design, construction and delivery of better customer experiences - not just internal operational improvements.
An organization centered on its customers starts by understanding customers, then creating solutions and, finally, delivering better experiences.

CUSTOMER EXPERIENCE - CX

"CX is a volatile composition of emotional records, which are created while a person interacts with an organization, when trying to fulfill a wish, resolve a need or comply with an obligation."

When I say that CX is a volatile composition, just like in a song, I mean that:
Everything the client experiences, needs to be at the right pace, with a pleasant melody and delivered with harmony at the exact moment that it happens.

We human beings function as if we have two consciousnesses about the same situation. We have one consciousness while we experience the moment and another when we remember the moment.
To work in CX we need to take care of the client's interactions throughout the journey and consider this powerful variation of emotional perception about events - in progress or already experienced.


USER EXPERIENCE - UX

"A person's perceptions and reactions that result from the intended use of a product, system, or service."

Above we find an excerpt of the definition that ISO 9241-210 uses to define UX.

In addition, we can consider that UX is the part designed to guide the creation of better interactions with technological solutions. These best solutions consider the experience of those who will use them and be able to design interface, usability and accessibility.

In summary, we can say that Customer Centricity is the organizational philosophy that allows us to guide the creation of better relationship experiences throughout the customer journey (Customer Experience).
For the interactions between customer and company to take place in the most pleasant way possible, each point of contact on the journey needs to consider the practical experience lived by the customer (User Experience).

Customer Centricity defines the organizational purpose (Why).
Customer Experience guides what needs to be done (What).
User Experience defines how human interaction will be at each point of contact (How).

In addition to these concepts, we have many others that are detailed in depth in the new book, such as Customer Experience Management, Customer Experience Mapping, Customer Journey, Business Experience Design and many others.

I hope this short article has helped somehow. Comment and share with anyone who you think can benefit from this information.
WHAT IS A BUSINESS EXPERIENCE DESIGNER?

Business Experience Designers are hybrid business roles, which transit between traditional consulting and more creative environments. A Business Experience Designer deals with data and systems integration, process management, digital solutions, multi-channel strategies, customer personas and also ambidextrous experiences (outside-in + inside-out).

​This business and digital acumen means that BXD professionals are able to approach problems and solutions from multiple angles.

The Business Experience Designer role is a strategic, cross-functional, credible and practical evolution for every professional role related to management and transformation of businesses, such as process and project management, customer relationship, service oriented technologies and business design.

​Therefore, to be a Business Experience Designer, this seasoned professional needs to have knowledge and develop their skills in:

- Business Process Management
- Project Management
- Customer Experience
​- Agile Principles
- Design Thinking
- Gamification
​- Service Design
- Behavioral Economics
- Lean Thinking
- Digital Processes & Automation
- Modern Marketing
- Outside in Experiences Design
- NeuroSDM (sciency-design-marketing)
- Change Management
- Innovation Oriented Creativity

and many others.
BXD - Key Competencies Model
To help the development and growth of the Business Experience Designer as an important professional role, BXD ia© is gathering known professionals in a global effort to establish a formal and common ground.

Our main objective towards this Key Competencies Model is to have a first full release until the end of 2021.

BXD IA
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Olá Pessoal, tudo beleza?
Um convite especial para vocês.

Na segunda-feira, 30/11, farei a aula inaugural da pós em gestão por processos da UNIFOR.

Sendo assim, gostaria muito de contar com a participação de vocês por lá.
É mais uma grande oportunidade para trocarmos ideias e avançarmos juntos.

Clique no link do post e faça a sua inscrição GRATUITA para esta aula especial.
Nos vemos lá (online).
😉
Abraços e bom fim de semana para todos.

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