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Column: Strategy Matters

UXmatters has published 8 editions of the column Strategy Matters.

Top 3 Trending Strategy Matters Columns

  1. The Outcome of Your Customer’s End-to-End Journey: Happy Ending or Dead End?

    Strategy Matters

    Realizing the power of UX strategy

    A column by Ronnie Battista
    February 22, 2016

    As CX professionals, we understand the importance of delivering a holistic, end-to-end customer experience. It’s not just about exceeding expectations for a customer’s initial purchase. Those of us who care about customer experience preach the power and importance of making things right when a customer has had a bad experience.

    We all have our stories about CX heroes. For example the owner of the restaurant who comes to your table and says, “I’m so sorry about the slow service tonight. Please have dessert and coffee on me.” Or the customer-service representative who stays on the phone with you for what seems like hours, making sure you get through some ungodly, techno nightmare with their product. These people are business-savvy CX heroes. They know that loyalty rules, and the customers who give you business deserve your attention. Oft-quoted statistics tell us that it’s 5 times more expensive to acquire customers than it is to retain them. Providing a good customer experience is not just a nice thing to do; it’s good business. Read More

  2. The Ascendance of User Experience: Are We There Yet?

    Strategy Matters

    Realizing the power of UX strategy

    A column by Ronnie Battista
    July 26, 2016

    User Experience has finally arrived! You may have heard this before—okay, perhaps many times before. I’ve said this a few times myself: “This is going to be the year for UX!” But, after my more than 15 years in this field, I’m personally convinced at last because I’m no longer predicting change. I’m seeing this change all around me. I think 2016 really is the year I’ll remember for the scales tipping toward User Experience as a strategy—when the business game changed in substantive ways.

    As a consultant who works with many clients on their experience strategy and design, I’m seeing strong evidence that UX skills—both strategic and technical—are no longer ancillary, nice-to-have, episodic considerations. Read More

  3. Breaking up with the User in User Experience Strategy?

    Strategy Matters

    Realizing the power of UX strategy

    A column by Ronnie Battista
    September 2, 2014

    Last April, the UX leadership at my company, Slalom Consulting, gathered at an off-site meeting to get aligned on how best to brand and market our UX capabilities to our colleagues and clients. Slalom has a strong, seasoned UX team with people distributed across its local offices in the USA, as well as a national team that supports all of us. We excel at holistic, outside-in, omnichannel experience strategy work, which is an exponentially increasing growth area for us and an integral part of our business and technology services. It’s this type of UX strategy work that gets me pumped and makes me want to spring out of bed every morning. But as I discovered, some people at Slalom did not see this work as belonging to the User Experience practice. Read More

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