The Customer Experience Framework
I just read a fantastic post by Peter Merholz: "A Framework for Building Customer Experiences." Before continuing to read what I think you should head over to his blog and read it. Are you back? Great! What did you think? Well, I can't agree more with how Peter defines the inside-out approach to design that many companies take. And like he says, it's not their fault because they just don't have the right tools to understand the customer experiences that can then lead to an outside-in design process. But while the framework Peter talks about looks like this:
I think there is even deeper silo fragmentation and the diagram should look more like this:
We still find that many companies design and analyze their customer experiences inside-out in separate silos. They don't have a way to understand true cross-channel customer experience and behavior paths and patterns. What we at ClickFox try to do is help move our customers from the silos they have been living with and transform them into a consolidated cross-channel view. Then through analyzing the customer experiences first, they can start to create an enterprise outside-in framework like the one below:
What do you think? I'd love to hear your thoughts in the comments.