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Implementing a CX framework, presented at UX Australia 2015

By: Rosie Handby
Date: August, 2015
File under: Articles

In August, I co-presented at UX Australia with Renee Farnham (Strategy Lead, The Design Practice) from Telstra.

Our presentation ‘A bridge between two worlds’ tells of the journey we’ve been through with Telstra to better understand its service experience and improve advocacy. The presentation showcases real life work that we undertook to create and implement a rigorous CX (customer experience) framework, using both qualitative and quantitative research methods.

See what we’ve done and apply similar strategies to your workplace.

Practical application: advocacy impact assessment

Key benefits of devising the CX framework

Linking quantitative with qualitative techniques can significantly improve the ability to understand customers holistically.
We can understand our customer needs better than ever. We can improve experiences, and ultimately measure success.
We have created a tool to understand existing service environments and prioritise findings on customer experiences that have the biggest potential to drive change.

This clip runs for 23 minutes and can also be viewed via our YouTube channel.

Bonus Q&A on quantitative research

To give you a bit of context, here is a 4-minute Q&A session I put together to discuss:

  • Why does quantitative research matter to customer experience?
  • What happens when organisations don’t include quant research as part of their UX/CX approach?
  • What can organisation do to bridge the knowledge gap?
  • How much of an investment does it take to create and implement a CX framework?
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