This presentation will bring to focus CX & UX disciplines and the synergies in their approach to solving customer problems. We will talk about a model where CX & UX disciplines will need to work together through shared processes and deliverables. The cooperation and coexistence of the groups allows for unifying experiences for customers across multiple channels and devices. There are internet retailers that carry your cart status across multiple devices, now imagine it’s a retailer with a brick and mortar along with a digital presence that can carry your cart across all of those channels. The union of CX & UX teams organizationally or from a process and deliverables standpoint can be beneficial for the two groups and the business. We will present the story of UX and CX groups coming together within our company to create organizational change to be focused on customers.

1. CX & UX
is the union greater than the sum of the parts?
T.S.Balaji
Executive Director
Cox, UX Center of Excellence

2. Agenda
CX & UX - is the union greater than the sum of
the parts?
Introduction to Cox
Who We Are
UX & CX
Operational Models
UX & CX @ Cox
Q&A

3. Me
• Started my career in couple of startup
companies in the bay area in speech
recognition and speech interfaces.
• Spent several years with Sprint & Boost
designing services across all aspects of the
customer’s lifecycle.
• Led the CX group for the Connected
Vehicles during my last three years at Sprint
• Created UX Center for Excellence at Cox.
We work on everything from Digital,
Product, Enterprise systems & HR.
• MS in Industrial Engineering from Louisiana
Tech & MBA from UVa.

4. UX Center of Excellence
Design
Research
&
Analytics

5. CX & UX

6. Customer Experience
How customers perceive their interactions with your company.
- Forrester
Definitions
User Experience
"User experience" encompasses all aspects of the end-user's interaction with
the company, its services, and its products.
- NNG

7. CX & UX Organizational Models
CX & UX as one group CX Only
A single organization would be in position
to take a leadership role in addressing
customer centricity across all customer
interactions
A CX only model could have the group
focused on CX related activities and we will
discuss different models in this space.
When both organizations exist under
different organizations, the opportunities
exist to align and drive customer centricity
within the larger organization.
UX only groups typically have their
roots in product and/or digital design.
01 03
02 04
UX Only CX & UX as separate

8. Single Group creates
complete focus on the
experience depending
on the size of the
organization.
33
CX & UX - Single Group
UXCX

9. 33
CX & UX - Separate Group
Common
Tasks UXCX
Responsibilities
Persona
User Journey
Usability Testing
Prototyping
UX Strategy & design
Responsibilities
Persona
Customer Journey/Journey Owners
Service Design
Business Cases
KPIs (NPS)
Brand Strategy
Pricing

10. CX Operational Models
Co-ordinate & Align
Bring organizations together
All Interactions
Creative & Customer focused
Human to Human
Care, Retail & Sales

11. CX & UX @ Cox

12. There is far more that unites us than divides us…

13. CX & UX - Align Language
UX Responsibilities
Persona / Behavioral Profiles
User Journey /Experience Map
Usability Testing
Prototyping
UX Strategy & design
UX Surveys
Modeling
Analytics
CX Responsibilities
Persona
Customer Journey/Journey Owners
Service Design
Business Cases
KPIs (NPS)
Brand Strategy
Pricing

14. CX & UX - Align Process
When a project kicks off, we begin
by utilizing our understanding of
customer behaviors in combination
with our understanding of
technology to create a plan rooted
in serving the user while aligned to
the needs of the business.
During this time, we explore the
current market and competitive
landscape as well as gain an
understanding of the current product
or the proposed new product, service,
or business idea. We also work to
identify gaps, risks, and opportunities
within current-state.
We partner with our customers and
our business to design, test, co-create,
and solution ideas to shape what will
become the product.
Once there is alignment on the
approach, documentation is created for
the purpose of handoff to development
and technology teams for
implementation. We also outline
recommendations for lifecycle
management and ongoing or future
enhancements if they will be needed.
After implementation is complete, the
product goes into the live
environment. Post-launch activities
could follow depending upon the
nature of the product.
Iterative
Design
Process
Journey
Maps
Destination/Goal
Launch/Change
Develop &
Benchmark
Deploy &
feedback
loop

15. There is no secret ingredient, it’s just you!!!

16. YOU
@tsbalaji
T.S.BALAJI@COX.COM
THANK