1. MX 2013 - Cindy Chastain | Six Ways Ecosystems Have Changed Our Roles and the Way We Work


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    Smart companies no longer just “sell product” — they build ecosystems of genuine value, comprised of dynamic, interconnected touch points that stoke customer interests and support their needs. Customer experience becomes an essential business strategy. In the midst of this shift, where lagging businesses struggle to follow suit, our role as UX professionals is evolving and forcing us to work differently.

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    • MX 2011 | Cindy Chastain | Lessons from the Front Lines of Cross-Channel Customer Experience


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      As technology and consumer demand fuel an evolution into new channels, businesses are struggling to respond. Needs and behaviors change as people discover new ways to purchase and use services across channels. Fewer and fewer customers center their interactions around a single touchpoint. Successful companies are meeting this challenge by creating “service ecosystems,” dynamic, interconnected touchpoints that sustain conversations with the customer, build relationships with the brand and, ultimately, feed business growth. But the question –especially with rigidly siloed companies — is how to do it? Drawing from the experience of a cross-channel personalization team led by Cindy at R/GA, this presentation addresses the challenges of planning and coordinating experiences across touchpoints. How do we convince business of the value of the ecosystem? How do we integrate and balance marketing and customer experience strategies? What operational changes need to occur to make it happen? Her hope is that you’ll walk away from the presentation armed with some practical insight that will help your team prepare for the advent of these challenges.

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