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OPEN TALK (ProductWorld): Thinking beyond Product & Crafting the 360 Degree Customer Experience

Abhishek Jain
ServiceNow, Staff UX Researcher - ServiceNow

Abhishek Jain (Staff UX Researcher at ServiceNow and Co-founder of UXNESS) with overall 8.5 years+ of experience in User research & UX.
He has addressed in various international conferences like CTI Automotive Diagnostics (Germany), International HCI (London) and International HMI (India) and presented the research papers and innovative ideas. Abhishek Jain has published 7 international publications in UX, HCI and HMI conferences of IEEE, ACM, Springer etc.
He has wide range of experience in UX research internationally and globally. He has planned and executed various UX research for different products in various Geographies like Europe, APAC, India, Canada and US.
Abhishek is also the Co-founder of UXNESS, (a community for all UX designers, enthusiasts to learn about UX, Usability, Design with over 28K designers connected)

Customer experience is customers’ perception of how your company treats them. These perceptions affect their behaviors, build memories and feelings to drive their loyalty.
Customers are willing to pay a price premium of up to 13% to 18% for luxury and indulgence services, simply by receiving a great customer experience. Empathy, trust & loyalty are key factors affecting the consumer retention & ultimately business. User experience with product is not sufficient, 360-degree experience of a consumer is the need.

In other words, if they like you and continue to like you, they are going to do business with you and recommend you to the others.

Empathising with customers not only helps in identifying the various touch points but also helps in analysing the business potential at each interaction stage. To target the overall 360 degree customer experience, business has to move away from only-product strategy to end to end customer journey strategy. This essential means ‘Organizations & teams needs to focus on the ‘Customer Experience Vision’.
“Make UX driven strategies across different touchpoints”

In this talk I would like to present the key important aspects of crafting the 360 degree experience for consumer and identifying the user journeys.

Topics to be covered
• Product vs Overall experience
• Why it is important to focus on overall ecosystem
• Crafting 360 degree experience through journey mapping
• Journey mapping
• Key Ingredients of Journey mapping
• Process to prepare the journey mapping
• Case studies
• UX Culture and process in organisations

Key takeaways
• Value of targeting experience at overall level
• User Research for identifying Journey mapping
• Customer Experience vision for organizations