 I am Monica Deshpande, I am with Sindhan Limited and I am from Pune. When I came here for UX in India, I was told that it was going to be a 15 minute talk and I actually came prepared. But when I actually started, I sat here and I have listened to a lot of presentations and I realized this is going to go down the down. So what we are going to down do is we are going to simply have a conversation about what this particular topic was about that was bridging the gap between user experience and customer experience. So like I said, when I came in, it was all about giving a talk and I had to come prepared with some really knowledgeable sentences and everything like that. But I realized that if I had to actually interact with everyone, these things are not going to matter. I would need to get down to everyone's level and actually sit with y'all and have a conversation with y'all. So what I am going to do now is I am just going to relate user experience and customer experience with what I am doing right now. So let's take an example. From your perspective, user experience would be what you see on the board, that's your presentation. What you hear from me would be a part of your user experience. But would it actually provide value from customer experience perspective? So this particular gap that is always there between user experience and customer experience is what we actually need to look into. Now I am going to take the help of the presentation and I won't actually walk through all the details. The next slide talks a bit about the details as to why customer experience is getting into a lot of focus. Now, y'all are users. You have been using a lot of devices and you have been using and voicing your opinion pretty clearly. You yourself mentioned earlier when you said you wanted to hear a lot more examples rather than just... There are people at the back who say that it's quite boring to listen to people coming here and just talking, talking, talking without actually validating whether we are understanding things or not. So where should we want to share it between what is user experience and what is customer experience? So what we are doing is we will see those aspects as well as to why I feel that user experience differs slightly from customer experience. Now, just to summarize it, like I was saying earlier, users have started demanding, have started voicing what their needs are. This has actually brought the users and the business teams closer because of which business is having to actually stand up and take measures and do what the users need them to do. So moving to the next slide, we obviously know as to why customer experience is coming into focus. With all the digital enterprise coming into picture, there is a lot of focus on analytics, on mobile, on internet of things, on digital as such. The mobile has also played a huge role in this. Now, when we talk about user experience and the whole user experience or whole customer experience, there is a lot more that is involved. User experience would focus on the usage of a particular application or a particular product. When we talk of customer journeys, when we talk of customer experience, we are talking about encompassing a whole lot of other things. Now, this actually takes me back to my college days when I was reading a bit about marketing and I had come across a term called as whole product. I don't know if anyone of you are familiar with that term, but this whole product is a term which was first coined by Regis McKenna and later popularized by Jeffrey Moore in his book, Crossing the Chasm. Now, this particular definition that is there of the whole product says that the whole product includes the functionality which is then augmented to finally give you a whole product. Now, relating back to customer experience, I felt it would be good to define it that the expected product will still be building a great user experience for the application, but supplementing it with unique touch points along with inputs from the marketing department and the results from the social listening, analysis from unstructured data and all the other sources to personalize it would be a feather in the hat and then touching upon all other non-digital areas would provide the end user with a whole customer experience. Now, here if you notice, I am focusing more on digital areas mainly because I come from an IT service background. So, IT service industry has always focused on the digital aspects of the digital touch points of customer experience and not on the other aspect. Now, as user experience professionals in the industry in an IT service industry, if we are to go beyond the digital touch points and actually understand customer experience and extend to that level, then what is it that we can do additionally? So, for that I will just quickly walk you through the four C's actually. Now, this is something that it is a very typical marketing term. Marketers defined this and this was defined by Robert Lauterbaum in 1993 and they call it as consumer convenience, cost and communication. So, these are the four C's of marketing. Now, if you see these four C's you will realize that consumer focuses on the users which from user experience perspective also we also need to focus on this aspect. When you think of convenience, it is nothing but the where and how. So, where and how is nothing but then number of touch points that the marketing would define for a particular brand, particular product, particular application. Costs would definitely be finances that would be involved, but additionally what would also be involved is the total cost of ownership, which would include things like say, if a particular user had to switch from one service to another, the time that he would actually spend in switching the services. All these things would be the total cost of ownership and the final thing would be communication which is nothing but the dialogue that the brand has with the consumer. So, this is as far as four C's are concerned as the marketing angle. From user experience perspective to sort of market to the four C's what I did was I put user experience in four angles. This is the four C's I call it the four P's. First is people, we all are a part of it. Problem. Problem is nothing but our user names, the problems, the business perceptions and the user perceptions that come with it. The fur is the project. Now, why do I say project? Project is because after a person is identified, after a problem is identified, what needs to be done is a tangible result needs to come out of it. You cannot just have an idea for a problem to be solved and not have a tangible product out of it or tangible solution. So, that's why I call it as a project and the final aspect is proof. Now, proof becomes very crucial in user experiences because unless and until we all gather proofs about whether there has been sufficient return of investment or whether there is further scope for improvement, it's not going to be possible for us to convince people that what we are doing is a good job or no. Now, we've seen four C's and we've seen four P's. Now, if we have to put these together, what we would get is this. Another question is we are your team. This is where the marketing teams are. The question is how do you bridge this gap? If you see, basically the same principles are there, but the marketing teams looks at things differently and the user experience seems to look at things differently. We tend to look at it from only a user perspective and marketing teams tend to look at it from a business perspective as well. So, as user experience professionals, it's going to be mandated on us that we extend ourselves beyond just understanding the users but going to the level of understanding business and understanding the impact as well. So, while I was doing a particular project, I realized that it would be necessary for me to come up with a sort of guideline for me to actually bridge this particular gap because I wanted to go beyond user experience. I did hold a call in the marketing plane, but I definitely wanted to contribute in a way that would say that, yes, I am contributing to something beyond UX. So, for that, what I did was I created a guideline for myself which I called as the four I's. Now, these four I's are combined all these aspects and are focused on one, the first side which is individual. So, when we talk of considering user needs, we are also talking of personalizing user needs. It's not only a collective mask that we are looking at, but we are also looking at individuals. So, we have to come up with a strategy for meeting user needs that is individual. Then, obviously, IDEA. I need to come up with ideas to modify process to resolve problems. Now, mind you, I mentioned modified process here. I did not say come up with a unique solution or something. When I say IDEA, it's not only about finding a solution to the problem, but it is also about finding where and how I can modify the process to achieve what I really want. That is what IDEA is about. Then, obviously, innovative. Now, when I say innovative, what I mean is using technology and understanding the total cost of ownership, I have to come up with innovative solutions. Unless and until I do that, it's not going to be possible for me to go beyond UX. And last, but not the least, obviously, improve. Now, improve is along with gathering proofs for return of investment and establishing a dialogue with the customer while doing that. I am not going to be able to improve or increase the scope of business. I am going to leave you as with this thought because there is a lot that can go in it. Any questions we can take up right now? I have few minutes. Any questions? I would like to end this by just actually. Yes, go ahead. When you said that customer deals with the business goals and financial goals, that part. Here, basically, user experience is improving the existing experience in your better experience for the user. How is customer and user resilient? It's an interactive thing. What I understand is, from user experience, we are bringing to a point of engagement. But I think the ultimate conversion is what makes them the customer. So, which is that that's your plan for them. Not that is right. We'll have a conversation after the session. Please, the proper UX is in place. Definitely impact on the customer. Correct. But UX will always have an impact on the final customer. But customer experience is still more of a marketing burden right now in the industry. So, the trend that is seen not only I see it, but even forestry folks and other folks are now saying that customer experience is coming more into focus. And that's where user experience professionals, if they want to stay in the competition, they are going to need to compete and they will need to understand marketing terms or marketing angles to actually ensure that what they develop is not only a user experience, but a full customer experience. But the term actually initiated from e-commerce, we are getting more and more propelled. When designing a product or something, in research and analysis stage, they don't take care of this business. They do care. They can see if you actually go to study all these things, you will realize that all the methodologies that are there for gathering consumer details or user details and all those methodologies that all are always the same. These are the results from these that we are actually looking at. So, marketers define or come up with that differently and we pick up different results from it. So, that's what it is. Thank you.