The old maxim rightly or wrongly goes, “What gets measured, gets managed”. When it comes to digital experiences, what needs to be measured continues to increase. Each department or team typically has its own measures – from product, tech, UX, CX, marketing, etc. – and these continue to exist across digital experiences in the hope of understanding customer experience. However, this compartmentalized approach leads to siloed thinking, where each team scrutinizes digital experiences through its specialized lens. This can often lead to overlooking the overarching issues and hindering a complete understanding of the customer journey.
Regardless of the tools used, the primary purpose of analytics is the quantification of user behavior. To do this, you need to:
- Monitor every element of the digital customer journey.
- Diagnose what’s happening when things deviate from the expected.
- Optimize experiences based on data-driven insights on customer behaviors and experience experiments.
Continuous Experience Optimization (XO) is a service that combines the best parts of customer intelligence and insights, design skills, and low-cost development to optimize digital experiences continuously. But the question you may ask is, who in the organization would want such a service and why?
Let’s talk about a few of the potential users of the solution.
- Product Management
- UX
- Technology
Product Management
In the dynamic role of a Product Manager (PM), the challenges extend beyond overseeing the product roadmap; collaboration across teams and departments is integral for successful product/service enhancements. The XO solution is a strategic ally for PMs, offering a streamlined approach to identifying and prioritizing impactful issues. With XO, PMs can efficiently collaborate with design and technology teams, leveraging their expertise to design, develop, and implement fixes swiftly. Below is a typical profile of a Product Manager.
Meet Usha – Principal Business Analyst
 |
|
|---|---|
| Experience | With over 20 years of experience, Usha brings a wealth of expertise in navigating the challenges of product management. |
| Domains | B2B, B2C, E-Commerce, Portals, Mobile Apps |
| Tools | Jira, Asana, Productboard |
| Passion | Passionate about solving complex business problems and devising strategic solutions. |
Experience the power of XO – where collaboration meets efficiency, and your product evolution is guided by insightful data. Our XO solution ensures you stay informed on the success of implemented fixes through comprehensive reports, empowering you to make data-driven decisions. For those without a dedicated product manager, our team stands ready to assist, managing the current experience and navigating your product roadmap on your behalf.
Specific services PMs could benefit from our XO solution include:
- Issue Prioritization and Resolution: XO assists Usha in efficiently prioritizing and resolving critical issues within her diverse domains, ensuring a focused and effective approach to problem-solving.
- Collaborative Design and Development: Usha and her team can leverage XO’s collaborative features to streamline communication and cooperation between design and technology teams, facilitating the swift design, development, and implementation of fixes.
- Impact Assessment Reporting: The comprehensive reports provided by XO allow Usha to examine the success of implemented fixes, allowing her to make data-driven decisions and track the overall impact on business processes.
- Dedicated Product Roadmap Management: XO supports Usha in managing the product roadmap effectively, ensuring alignment with business goals and adapting to evolving market dynamics.
- Tailored Support for Unstaffed Roles: In instances where Usha may not have a dedicated team, the XO team is ready to assist, managing the current experience and navigating the product roadmap on her behalf.
User Experience
In the intricate realm of User Experience (UX), teams often find themselves diverted from the creative process of designing new features due to the time-consuming task of identifying and resolving issues. The XO solution presents a transformative service that streamlines this process, enabling UX teams to pinpoint issues and make informed decisions on resource allocation swiftly. Here is a standard profile of a Senior UI Designer:
Meet Kiki – Senior UI designer
|
|
|---|---|
| Experience | With over 19 years of experience, Kiki brings a wealth of expertise in UI design, specializing in crafting seamless and visually appealing user interfaces. |
| Domains | B2B, B2C, E-Commerce, Portals, Mobile Apps |
| Tools | Figma, Pendo, and other industry-standard applications to create user-friendly interfaces. |
| Passion | Passionate about pushing the boundaries of UI design, creating visually stunning and user-centric interfaces that elevate the overall user experience. |
With XO, you can choose whether to dedicate internal resources to the fixes or leverage our expertise for outsourced design solutions. You no longer must face the dilemma of leaving a broken experience unattended or delaying crucial project timelines. We offer a pool of skilled UX, creative, copywriting, and UI design talent, preventing the depletion of your team members from ongoing projects. For those without an in-house creative studio, we’ve got that covered, too.
Specific services UX teams could benefit from our XO solution include:
- Efficient Issue Identification: XO streamlines the process of identifying UX issues, allowing Kiki and her team to focus on creative design without getting bogged down by time-consuming issue resolution.
- Resource Allocation Decision Support: With XO, Kiki can make informed decisions on resource allocation. This ensures that the right amount of effort is directed toward resolving critical UX issues.
- Collaborative Design Expertise: The XO solution facilitates collaborative design efforts, enabling Kiki’s UX team to address design challenges seamlessly and create impactful user interfaces.
- Access to Comprehensive Talent Pool: XO provides a diverse talent pool, ensuring that Kiki and her teams have the necessary skills and expertise to address specific design requirements.
- Complete Creative Studio Support: For teams without an in-house creative studio, XO is a valuable resource, offering support in UX, creative, copywriting, and UI design.
Information Technology
In the realm of Information Technology (IT), resources are a precious commodity, juggling infrastructure maintenance, application upkeep, and implementing major initiatives and product releases. Yet, directing your highly skilled IT professionals to discern whether a recent issue is a significant bug or a minor anomaly can drain time and expertise. This consumes valuable resources and hampers their potential application to more revenue-generating or strategically significant tasks. Here’s a regular profile of a Technical Project Lead:
Meet Jay – Technical Project Lead
 |
|
|---|---|
| Experience | With over 16 years of experience, Jay has a robust background in leading technical projects, ensuring seamless execution, and providing valuable technical expertise. |
| Domains | B2B, B2C, E-Commerce, Portals, Mobile Apps |
| Tools | CSS, Java, Javascript, LAMP, Ruby, and expertise in DevOps practices |
| Passion | Passionate about leveraging technology to enhance efficiency, drive innovation, and contribute to the success of IT projects. |
The XO solution presents a remedy, offering a streamlined approach to understanding customer behaviors, evaluating enhancement priorities, and optimizing development resources. With XO, your IT team can redirect their focus to initiatives that drive revenue and strategic success.
Specific services IT teams could benefit from our XO solution include:
- Enhances Efficiency in Issue Resolution: XO streamlines the identification and resolution of IT issues, allowing Jay and his team to focus on efficiently addressing challenges without unnecessary delays.
- Enhancement Evaluation and Optimization: With XO, Jay’s team can evaluate enhancement priorities and optimize the development process. This ensures that valuable resources are directed toward initiatives with the greatest impact.
- Strategic Resource Allocation: XO assists Jay in strategically allocating IT resources, maximizing their effectiveness, and ensuring that they align with broader business objectives.
- Facilitates Data-driven Decision-making for Ongoing IT Strategies: The XO solution empowers Jay and his team to make data-driven decisions and provides insights into customer behaviors. It also guides ongoing IT strategies for continuous improvement.
- Strategic Guidance to Align IT Efforts with Broader Business Objectives: XO provides strategic guidance to help Jay and his team align their IT efforts with the overall business goals. This promotes a unified and effective approach to IT projects.
Catalyze Digital Success with XO
In an era of abundant choices, companies are required to deliver value to customers that goes beyond mere product or service quality. According to 53% of consumers, the experience a company offers matters as much as the products or services they offer. With changing customer behavior, it is important to stay abreast of the changes and adapt strategies accordingly.
If you believe your organization could utilize Continuous Experience Optimization, contact us to elevate your customer engagement game today!
Original Article posted on Macquarium, Inc.
About the Author
Brett Sharp is the Senior Director of Customer Experience at Synoptek, bringing over 22 years of relevant experience to the position. As a CX Strategy & Design executive, Sharp defines and scales the corporate vision, aligning strategy and managing execution in addition to enhancing the team's competency to deliver a consistent and elevated customer experience. Using an analytical, results-oriented approach, he helps develop successful programs which effectively reduce attrition, improve profitability, and serve as the foundation for sustained revenue growth.