Experience Strategy has expanded over the past decade to include a wide range of disciplines: CX, UX, Patient Experience, Employee Experience, Service Design, and so many more. With all these exes running around, experience strategy can sometimes sound like a country & western song. Today we are joined by Gary David, a Professor of Sociology, and Professor of Information Design and Corporate Communication at Bentley University, and the voice of ProfessorEXP on Twitch. We look at how we can learn from cultural ethnography to tame the wild west of exes by learning shared languages and measuring what really matters.
KEY TAKEAWAYS
Disintegrated systems cost everyone: customers, companies, and employees
It’s tempting to rely on standardized metrics like NPS, but they often oversimplify and mislead paths in their understanding of customer needs. To measure what really matters, continue asking “why” and “to what end” to find metrics that matter for both the customer and the company. “Do you want to have measurable impact or real impact?” ~Gary David
It’s up to experience strategists to become multi-linguists who understand the intention behind different disciplines.
Higher education is a prime example of disintegrated systems. To integrate, as with companies, employee and customer metrics must reward integration.
BIO
Gary David, a Professor of Sociology, and Professor of Information Design and Corporate Communication at Bentley University. He is the founder of ethno-analytics, LLC, a consultancy that focuses on integrated design and experience alignment. He has worked with major companies and small community organizations to help create better experiences for all stakeholders. He is a keynote speaker and organizational educator at garyconnects.com. He also is an educational livestreamer on Twitch under the moniker ProfessorEXP. He co-hosts Experience by Design podcast, where they explore 'experience designs of all kinds.'
How to Get CX, UX And All The Other Exes to Work Together