How does Pervasive Customer Experience differ from User Experience?
The Pervasive Customer Experience extends upon the sound and established methodologies found in user experience design.
Understanding User Experience Design:
User experience design derives its origins from the design of products. The evolution of the practice precedes the computing age and can be found in the design of everyday household products from as early as the 1940ʼs.
During the 1990ʼs user experience became a core component of high-end software development standards, ultimately leading to the intuitive, user-friendly software that are a part of everyday life today. With the ever- evolving complexity of Internet based applications, user experience is now a core standard for the development of any highly complex online system or application.
“User experience design is a subset of the field of experience design that pertains to the creation of the architecture and interaction models that affect user experience of a device or system. As user experience is a subjective feeling, it cannot actually be ‘designed’. Instead, you can design for a user experience, trying to enable certain kind of experiences. The scope of the field is directed at affecting “all aspects of the user’s interaction with the product: how it is perceived, learned, and used.” – Wikipedia
Further information regarding user experience design can be found at:
IE, Wikipedia, and UX Australia
Where user experience seeks to understand how a user interacts with a specific, singular product (in the case of digital, an internet enabled application), Pervasive User Experience seeks to understand and acknowledge how users interact in a fragmented, multi-platform environment.
In other words, Pervasive User Experience is a holistic approach to delivering products and services through multi-channel communications (mobile, online, tablet and touch-screen). This is achieved by creating a standard language of interaction across every touch point to ensure the customer experience is seamless, integrated and consistent- regardless of the device or location.
Few would deny that the proliferation of internet-based technology is rapidly changing the way we do business and interact. Consumers today demand higher levels of customer service and more immediate access to the products and services they need. For business leaders this presents a challenge- that is, being available when and where your customers want you to be. Ultimately this has led many organisations to develop a wide range of ʻaccess pointsʼ to meet this need (mobile applications, websites, CRM systems, digital marketing initiatives).
Often though, these efforts fail to take into account the critical important of a measurable, consistent, singular customer experience. Being available at each touch point in simply not enough; being consistent and structured is of far more value to both the customer and the business.
By making each digital customer touch point work together, The Pervasive Customer Experience provides a model through which all digital initiatives can