Change to a CustomerDriven Company The successful enterprise of today is defined by a solid Experience Strategy that enables the delivery of brilliant customer experience throughout the whole product and service portfolio. Grounded in our experience from more than 500 industrial projects we will guide you through the institutionalization of a solid, individual Experience Strategy.

a compelling experience is a “must have” for every busi-ness in today’s market

From the consumer products mar-ket in the 21st century, it is known that customer requirements of products and services can be summarized this way: “easy, clear, quick, intelligent, and sophisti-cated”. A pure technical function should not be a “nice to have”; customers will rather take it for granted. Furthermore, customers take their positive “leisure expe-riences” with online shops, search engines, web mailers, and social media platforms into their work-place and professional environ-ment.

a well-crafted experience avoids “me too” effects

Business providers try to combat competitive pressure with an ex-panded functional scope and a longer list of features. The trend toward “more functions than in the last release” becomes a pro-blem if the customers’ needs are forgotten, when requirements in-crease. In contrast to this, the goal of experience management is to connect the optimal design of product and service experiences with a positive customer experi-ence from the point of view of the future customer.

Brilliant experience leads to customer loyalty

Especially in established market segments, product features that exceed standard qualities have a significant effect on purchasing decisions, customer loyalty, and brand loyalty. Accordingly the fo-cus should be on customers with their ideas, needs and concerns. Usability, customer experience, and user interface design become “business tools” that have a las-ting influence on the success of a product and represent a signifi-cant differentiating feature.

86% oF cUSTomErS wIll pAy morE For A BETTEr ExpErIEncE.

• people share their experience• Brilliant experience grabs customers• Just new features aren’t enough anymore

experienCe why it’s Ubiquitous

Why brilliant customer experience is not a luxury anymore.

Source: 2011 Customer Experience Impact Report, Oracle

oF CUSToMERSwIll pAy morEFor A BETTErExpErIEncE

86%

Experience level

optimum

product & Service portfolio

LoW experienCe performer

a B C D e

product & Service portfolio

optimum

Experience level

high experienCe performer

a B C D e

an experience strategy bund-les dispersed efforts

practical experience shows that a full customer-driven mindset is rarely implemented by compa-nies, regardless of industry and size of enterprise. more frequently only limited experience measures are taken in some phases of the lifecycle management for some products or service of the whole portfolio. To design a consistent experience for all touch points with any pro-duct or service, it is important to incorporate customers right from the beginning in the development process – as well as during the various stages of the product life-cycle management.

an experience strategy ensu-res a consequent customer-driven development process

To ensure a consistent experience for the customers on the “compa-ny frontend”, a fully implemented Experience Strategy is crucial, es-pecially in terms of streamlining experience measures and the al-location of resources. So a high-level experience strategy on the “company backend” is becoming ever more important and taking on a central role in company pro-cesses. Therefore the develop-ment and institutionalization of a long-term, customer-centred strategy pays off for the develop-ment, implementation, and usage of every single product or service of your whole portfolio.

an experience strategy demands customer-centred innovation

Use your customers’ knowledge and potential to enrich your port-folio – turn your customers into innovators! modern communica-tion, current web technologies and the omnipresence of adverti-sing break down the barrier bet-ween companies and customers and bring your customers closer together. To keep pace with chan-ging markets a sustainable Ex-perience Strategy demands also elements of customer-centred in-novation.

Why a solid experience strategy is a key factor for success.

A SolId ExpErIEncE STrATEGy GUArAnTEES A conSISTEnT And GAInFUl prodUcT And SErvIcE ExpErIEncE.

• customer loyalty is based on brilliant experience• An incomplete experience will reduce business success• Innovation has to focus on customer experience

strategy Why it Matters

CompetenCe Build on our Knowledge

manfred tscheligi

introducing manfred tscheligi

prof. manfred Tscheligi is founder, ow-ner and managing director of USEcon, an internationally active usability and user experience engineering con-sultancy based in vienna. manfred is founder and director of cUrE (center for Usability research & Engineering) and since march 2004 also Full profes-sor for Human-computer Interaction & Usability at the University of Salzburg, IcT&S center (center for Advanced Studies and research in Informati-on and Communication Technologies & Society). There he also directs the christian doppler laboratory on con-textual Interfaces. manfred holds a master in Business Informatics and a ph.d. in Social and Economic Science (specialization in Applied computer Science).

expertise & Business focus

manfred has been active in the area of Interactive Systems, Human computer Interaction, Usability Engineering, User Interface design and User Experience research for more than 20 years. He has successfully managed numerous research and industrial projects as well as established national and internati-onal initiatives. He is a distinguished speaker at conferences and seminars, has taught at several universities and technical colleges and is (co)-author of several publications.

Contact

e-mail tscheligi@usecon.com

oUr ExpErIEncE STrATEGy TEAm conSISTS oF ExpErTS orIGInATInG From dIFFErEnT BAckGroUndS, ASSUrInG A croSS-SEcTIonAl And “oUT oF THE Box” ApproAcH.

• Benefit from our experience of more than 500 industrial projects• draw on our profound knowledge of strategic experience management• Build on our approach to deliver practical solutions

michael Bechinie

personal statement

“A well-founded experience strategy is THE new business DNA for suc-cessful enterprises in today’s highly competitive economic world.”

introducing michael Bechinie

Michael Bechinie is Senior Consultant at USEcon, an internationally active usability and user experience enginee-ring consultancy based in vienna. He has a university degree in behavioural studies, anthropology (University of vi-enna).

expertise & Business focus

michael has more than 15 years’ expe-rience in the field of Usability and User Experience in many different industries. web user interface design and web ap-plications as well as strategic usability and user experience are his main focus. moreover, michael is responsible for strategic trainings and knowledge ma-nagement. He is also well-known as a lecturer at events and conferences as well as author of numerous articles in several publications.

Contact

phone +43 1 7435451 402e-mail bechinie@usecon.com

markus murtinger

personal statement

“Experience Management uncovers the needs and behavior of the target group and enables a customer- driven strategy and innovation within the company.”

introducing markus murtinger

markus murtinger is director consul-ting, Sales & marketing of USEcon, an internationally active usability and user experience engineering consultancy based in vienna. markus studied Busi-ness Administration at the Economic University of vienna with focus on en-trepreneurship and innovation, marke-ting, and tourism and leisure.

expertise & Business focus

Since 2006 markus is responsible for the conduction of more than 100 stra-tegic user and customer experience projects on a national and international level. In his work he focuses on strategic user experience management and user-centred innovation. He is member in multiple special communities (i.e. foun-ding member of the working commitee “User centred product Innovation” of the German UpA) and lecturer at rela-ted symposia and conferences as well as author of numerous articles in mis-cellaneous publications.

Contact

phone +43 1 7435451 400e-mail murtinger@usecon.com

offerwhat you can Expect

ExpErIEncE STrATEGy – cHAnGE To A cUSTomEr-drIvEn compAny

• A systematic process leads to successful change• We will guide you through all phases • you will profit from an individual roadmap for your company

Company Driven

CostumerDriven

roLLoutorganizational anchoring

sustainaBiLitystrategic anchoring

setupmethodical anchoring

seeD & auDitexperience mindset anchoring

Wake Up Calls

process Audit and maturity Analysis

Experience Champion Identification

Experience method Toolbox

Skill Training

Experience Team Setup

Experience Strategy & metrics

organizational Framework

Integration of Experienc Teams, Methods and Tools

pilot project 1 to n

Integration of Experience Teams, Methods and Tools

Consider experienCe in every projeCt

Keep the momentum:

• keep on moving• Check the Metrics• provide Support• Market Results• Train your Team

1 2 3 4

ConsuLting

experienCe strategy moDeL

1 seed & audit phase

Within the “Seed & Audit” phase the current level and ma-turity of your customer-centredness will be evaluated. Fur-thermore an Experience Champion will be identified who will promote the experience effort internally. The main goal of this phase is to start the change towards an experience mindset.

available services:

experience strategy awareness Workshop

• Going the way from a company-driven to a custo-mer-driven organization

Experience Champion Identification

• How to identify an experience champion within your organization

experience strategy audit

• Analysis of product & service portfolio from a cus-tomer experience viewpoint

• Analysis of implemented processes and used me-thods

• Analysis of team skills

Roadmap Definition

• definition of a phase plan to institutionalize an Experience Strategy

2 setup phase

In the following “Setup” phase the strategy itself, goals and metrics will be developed, the initial team will be staffed and the organizational framework will be established.

available services:

experience strategy Development

• development of a modular Experience Strategy and Customer Experiences Mindset

• Step by step institutionalization• Alignment with business strategy

Budgeting & Controlling

• definition of kpIs in relation to the Experience Strategy

• Budgeting of planned measures

Identification of Quick Wins

• Identification of rapid actions that can improve the customer experience

setup of Customer experience team

• Establishment of the team within the organization• Training of processes, methods and tools

3 rollout phase

In the next phase entitled “Rollout” the main focus is on conducting a series of pilot projects. The main goal is to validate the Experience Strategy by gathering data and Key Performance Indicators (KPI) metrics under real world con-ditions. This phase has a strong focus on measuring the RoX (Return on Experience) strategy. Available services:

available services:

supporting pilot projects

• Support during the first pilot projects• dissemination of project results and achievements

measuring Kpis and goals

• monitoring of first results• rolling forecast, planning and budgeting

Delivery of updates

• workshops, trainings to improve customer experi-ence knowledge, skill, methods and tools

4 sustainability phase

The 4th phase „Sustainability“ is mainly about living the established strategy in every project, “keeping the momen-tum” and refining the strategy according to the business goals in light of an institutionalized, long-term customer-centred strategy.

available services:

Consulting support

• Consolidation of customer experience mindset• Analysis of metrics and results• Fine tuning of the Experience Strategy

our services are grounded in a proven model to institutionalize an Experience Strategy within your company

The USEcon consulting portfolio covers four phases to institutionalize an Experience Strategy in your company.

This workshop will provide you with fundamental informa-tion about Usability, User Experience and Customer Expe-rience. Furthermore the workshop will impart prerequisites for building a sustainable Experience Strategy for your business.

Why book the workshop?

• raise the awareness for your customer-drivenness• learn what usability, user experience and customer

experience is about• Get to know what makes a product or service desi-

rable• notice why experience management is a major

success factor for your company• learn the fundamentals about institutionalizing an

Experience Strategy• discover how to proceed with next steps

topics covered

• The “what, why and How” about usability, user experience and customer experience

• Fundamentals about experience management• Implementation of this knowledge in practice• Best practices

format

• lecture with group exercises• 2 day in-house workshop• Supported by 2 instructors

target audience

• chief executive officers or equivalent• directors or vice presidents, e.g. marketing, product

management, development, customer service• Executives involved with customer experience initi-

atives (companywide or within a channel)

pricing

• EUr 6.500,- (excl. vAT)• Travel and accommodation expenses not included

To ensure a consistent experience for the customers on the “company frontend” a fully implemented Experience Strate-gy at your “company backend” is crucial, especially in terms of streamlining experience measures and the allocated re-sources.

The Experience Strategy Audit delivers a 360° view on the current level and maturity of your customer-centredness. The results will build a stable base for the development and institutionalization of a long-term and customer-cen-tred strategy.

method & service

• Analysis workshops• Stakeholder and employee interviews• Questionnaires• 2 consultants at client’s site for 5 working days• preparation of analysis report

Covered aspects

• processes behind product and service portfolio development

• Usage of customer-centred design methods, tools and standards

• level of integration of methods• Existing knowledge and skills of employees /user

interface design, service design etc.)• current mindset (employees, stakeholder) concer-

ning usability, user experience, design etc.• development of Experience Strategy roadmap and

definition of goals

pricing

• EUr 20.000,- (excl. vAT)• Travel and accommodation expenses not included

“360 Degree” Experience Strategy Audit

“eureka!” Experience Strategy Essentials Workshop

About USEcon

USEcon is the Austrian market leader in User Experience consulting, research and Training. with the mission of making the (business) world a user friendly place rich in positive user and customer experience, we support com-panies in sustainably shifting their focus on the users, their needs and requirements. USEcon was founded in 2001 as a spin-off of the research institute cUrE (center for Usability research and Engineering). Since then, we have grown constantly to become a renowned, internati-onally active company. USEcon’s core competence lies in the successful combination of scientific research methods and economic hands-on mentality. we excel in the fields of usability, user interface design, user experience and ex-perience management. our key physical facilities consist of one of Europe’s largest and most modern User Expe-rience lab and our state-of-the-art technical equipment, including for instance stationary and mobile eye tracking devices.

do yoU HAvE Any qUESTIonS ABoUT ExpErIEncE mAnAGEmEnT or oUr ExpErIEncE STrATEGy ApproAcH? conTAcT US! And lET’S rox!

Claudia past

please feel free to contact me.

claudia past, mASales & marketing

phone: +43 17435451 412fax: +43 1 7435451 30e-mail: past@usecon.com

Contact useCon gmbh

Businesspark mArxImUmmodecenterstraße 17 / objekt 21110 vienna, Austria

tel.: +43 1 7435451fax: +43 1 7435451 30e-mail: office@usecon.com

Keynote Speakers

yoU ArE lookInG For A rEnownEd SpEAkEr For yoUr conFErEncE or BUSInESS EvEnT?

our Experience Strategy team will be happy to present their knowledge of Experience Management, Experience Strategy and related topics. let them answer why expe-rience management counts, how a sustainable customer experience can be accomplished or how a customer-cen-tred product and service development is possible. For more information, please contact claudia past.

Contact

e xpe r i e n C e m a n ag e ment

Usability

User Interface Design

User Experience

Impressum Company details Information according to EcG § 5 Abs. 1

USEcon – The Usability consul-tants GmbH

address: Businesspark mArxImUm, mode-centerstraße 17 / objekt 2, 1110 vienna, Austria

email: usecon@usecon.com Web: www.usecon.com tel: +43 1 l 743 54 51fax: +43 1 l 743 54 51-30

object of the company:

Usability consultancy – consulting for usability and usability deve-lopment of devices (hardware), programs and systems; analysis, conception, testing of interacti-ve systems; market and opinion research.

Director and owner:

Univ.prof. dr. manfred Tscheligimember of wirtschaftskammer wien (viennese chamber of commerce)

Registered Office:

Gaisbergstraße 34, 5310 Tiefgraben-mondsee, Austria

Commercial register:

Fn 205343 avAT-number: ATU 52777400dvr-nr.: 4008509 Court: Handelsgericht Wels