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Experience Analysis and Design (EAD): Breaking Down and Recomposing the Architecture of the Customer Experience
Cutter Consortium, May 2008, Pages: 17
This report introduces a robust, 8-step methodology designed to help your organization sequence a series of well-focused, customer-facing IT initiatives in a way that reduces cost, minimizes risk, and helps improve the flow of knowledge about the customers problem -- and how IT can fix it -- across your firm.
This report begins by looking at the disparity in management between customer and internal issues. It then defines the customer experience including the role of an offering. Next, it walks you through the 8 steps of the EAD framework, and concludes with a discussion about the methodologys strategic implications. Youll learn how to link your technology investments to the strategic actions that are designed to win the hearts, minds, and wallets of your customers.
This report will help you:
- Incorporate information that can bring about changes in how your firm understands the customer and, therefore, how it can improve the customer experience
- Prioritize the IT investments that matter most to your customers
- Implement a more data-rich and open experience analysis and design process
- Cast a wider net for customer insight via customer interviews, surveys and observations
- Prioritize which customer experiences are more important and which are least satisfying to the customer
- Incorporate difficult customer feedback and turn that feedback into action
- Pinpoint where your firm may be having problems competing
Youll explore the 5 key parts of the customer experience architecture, including customer experience, interaction, channel, offering, and agent. And youll learn how to build touch point maps, differentiate and consolidate solutions, and measure and model solutions.
Finally, youll discover why the EAD methodology serves well in environments that have many person-to-person interactions across digital, analog, and face-to-face channels. And youll explore how it applies quantitative and qualitative techniques to help you understand the customer experience from a broader perspective.
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