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Shortform: The 2020 CX Report

The CX Report gathers trends on how business happens in the computational era by examining the tech stacks for marketing and products in the context of digital transformation.

2020 CX Report in 13½ Minutes

This version is a super-condensed summary of the CX Report. You can watch the 82-minute extended version delivered LIVE over here.
  • The Internet has become exactly what Bowie predicted in 1999.
  • Computational thinking is the new systems thinking for business.
  • Digital marketing loops spin way faster than digital product loops can spin.
  • The 4th Industrial Revolution has invisible smoke stacks everywhere.
  • Silicon Valley is people and not just robots. We tire. Machines don’t.
  • Nobody’s in charge of customer experience because everyone is.
  • Your Employee Experience (EX) is what makes your CX human. Literally.
  • What’s experience? It’s a try-out, an experiment, and it can be perilous.
  • If we all speak machine, then we can all avoid Big Tech’s blunders.
  • Computational experiences are made by those who know how to speak machine.

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Tony Ruth’s Equity Series (2019)

Created originally for the 2019 Design in Tech Report and re-featured in the 2020 CX Report.

The secondary type has been updated for higher contrast.

Tony Ruth has adjusted the contrast of the images for his Equity series and he’s offered to make them fully available in two versions: 1/ with the credit line, and 2/ clean of credit. They’re available as a set of four images to be used however the world sees fit.

1/ Inequality means being born on the wrong side of the tree versus the better side.
2/ Equality means trying to reconcile equity by giving an equal solution to both.
3/ Equity means knowing that there’s a right-sized solution to each individual.
4/ Justice means working to correct the system itself — e.g. tackling systemic racism.

To learn more about designer and illustrator Tony Ruth and his work, visit Business Town Tumblr.

Barbara Chai Interview

I work with Barbara Chai (former WSJ) at Publicis Sapient and she always asks the best questions.

20-minute interview with Barbara Chai about the 2020 CX Report.
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Five Days Before CX Report Initial Launch

I’m way behind on getting the CX Report done but the entire world’s been COVID-19-ized so that’s ooooookay. Because it’s quite minor when considering how the world’s managing a global pandemic at a major scale.

This year I’ve commissioned Tony Ruth to provide a few Public Service Announcements on behalf of the earth and democracy — as encouraged by my mentor Joan Shigekawa. Those will be coming as you can see in sketch form on one of the starting slides labeled as “EARTH.”

The theme of the CX Report 2020 is centered around the infinity symbol — which is something I’ve long been fascinated with, for all too long to remember. It was the theme for my new book How To Speak Machine, which lays out three alien-like properties of computation that transform how products get made today in three ways.

On this upcoming Thursday I plan to drop the section marked in red towards the end. It’s an appendix themed around Remote Work — which you can see is something I’m not really too far on yet. So my evenings will definitely be all-nighter-y as I head towards this Thursday. Here goes! —JM

Participate

The 12-question survey remains open to May 12, 2020. If you participate there’s an option to put your name into the final report.

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CX versus UX via Jared Spool

Design guru Jared Spool has an excellent post on the subject of the difference between CX (Customer Experience) and UX (User Experience) over here. He argues along the same lines as I’ve ascertained (Jared’s always a few years ahead of me!!!) that the root discipline of Marketing owns CX and traditionally advocated on behalf of “the voice of the customer”; whereas the technology industry gave rise to its own human-centered take as “UX” — originally grounded in making computers “user friendly” and then later segued into making “computational products valuable” to more kinds of users beyond just techies.

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Is the X of CX = “Customer Expectation” instead of Customer Experience?

I had a convo with an incredible CMO today about the difference between delight and effort, and she rephrased it as the difference between “experience” and “expectation.” A customer expects the effort to be low — as tablestakes. In that case, the customer equates this with the “design.”

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Lowered Effort Is More Important Than Heightened Delight

Reading this HBR article by Matthew Dixon, Karen Freeman, Nicholas Toman (2010) was a super helpful reframing of a lot of narratives I’ve been wondering about …

The authors argue that to make your customer delighted is too abstract of a goal, and it’s better to simply measure the amount of effort they’re applying to exact an outcome. It’s totally pragmatic. I love it.

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Quality, Speed, Price

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Hello world!

I was hanging out with Mailchimp’s Gene Lee on May 10, 2019 to share the Design in Tech Report — and while we were monkeying around, we talked a lot about the opportunity around “CX” as the better term to drive out there. I think I left Mailchimp with a different C in mind than Gene, but let’s see where this all goes.