Good customer experiences require great content

Breakout session
Tuesday, May 19, 2020
1:45-2:35 p.m.
Room D

The idea of good customer experiences (CX) is easy, but the execution is much harder. Twenty years ago, the focus of CX was entirely web-based. But since then, the breadth (multiple channels) and depth (personalization) of CX has exploded both offline and online. Every day we see organizations struggling to design relevant customer journeys. Customer experience design is like a game of snakes and no ladders, where good experiences are the norm—and bad experiences lose customers.

What we have learned over the past twenty years is that great content is an essential part of customer experiences. Distilling great content down into a set of design principles can help major brands deliver better experiences: Inclusive design talks to the 1 in 5 people that have a disability. Calm design puts the human at the center of everything. Modular design ensures content is liquid enough to get everywhere it needs to be. And there are many more.

In this session, you’ll learn:

  • How to create great content tomorrow using actionable design principles from leaders in the field today.
  • How organizations and their brands are delivering good customer experiences by walking through real-world examples.
  • How to fail gracefully and learn quickly in the same way leaders do—and why laggards fail.

Who should attend: This session is for leaders, decision makers, and those on the front line, designing content to deliver better customer experiences.

Good customer experiences require great contentCleve Gibbon

Chief Technology Officer, Wunderman Thompson North America

Good customer experiences require great content

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