EXECUTIVE SUMMARY

Although customer experience (CX) management has become a relatively common activity within large organizations, companies still struggle to deliver consistently positive experiences to their customers. One major issue impeding companies’ current CX efforts is that few organizations design customer interactions in a purposeful and deliberate manner. This report explores how companies can use Experience Design – which we define as a repeatable, human-centric approach for creating emotionally resonant interactions – to craft consistently excellent interactions and how they can share and spread these capabilities across the entire organization. Here are some highlights:

• The Experience Design process is made up of three generic phases (Clarification, Generation, Realization), each of which contains two stages (empathize and synthesize, conceptualize and materialize, scrutinize and actualize).
• To help propel Experience Design capabilities across the organization, we developed The Federated Experience Design Model, which is made up of three tiers of employees – Experts, Boosters, and Dabblers.
• We share over 30 examples of best practices from companies that are spreading and sharing Experience Design capabilities throughout their entire organization.
• We also provide some tools that employees can use across the six stages of the Experience Design process.

This report was originally published by Temkin Group prior to its acquisition by Qualtrics in October 2018. It has been reformatted, but no substantive changes have been made to the content.