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Phase 5: Pioneers in Integrated UX & CX Management

Since our early days more than 30 years ago, Phase 5 has been helping clients become more customer-centric through meaningful insights and data-driven strategy. The User and Customer Experience disciplines were born and have changed dramatically during that time, and likewise, Phase 5 has evolved its expertise and perspective. Today, given the pervasiveness of digital tools and technology in consumers' daily lives, we know that having a good UX is key to a successful CX, and we are strong advocates of managing the two disciplines holistically.

Recently, Phase 5's UX & CX experts met to discuss recurring opportunities we see across our client base with respect to managing User Experience and Customer Experience together, as opposed to within the organizational silos that often exist. Time and again, clients will come to us requesting usability testing, or perhaps voice of customer work in isolation. And while sometimes a UX or CX specific study is warranted, often we are able to help clients create a better, more seamless multichannel experience for their customers by bringing together our experts from both UX and CX disciplines. Our approach spans all elements of experience-related activities (i.e., from strategy and design to measurement and metrics), and its application has resulted in improved customer loyalty and sustainable business performance for our clients.

The need to implement this type of strategic thinking has accelerated since the pandemic, with so many interactions pivoting to contactless and/or digital. People (whether "users" or "customers") are influenced by the sum of their interactions with a brand, whether digital or physical, B2C or B2B. At Phase 5, we continue to pioneer new thinking and new methodologies that recognize the big picture as well as how each of the intricate pieces fit together. Follow us as we continue to identify and implement changes within our organization and within our industry to promote further collaboration and better overall XM.

To learn more about how we're continuing to evolve the integrated management of UX & CX, contact us.

Written by Stephan Sigaud

Stephan Sigaud, MBA, is Phase 5’s Chief Marketing Officer. Stephan is passionate about partnering with clients to address their challenges and opportunities around customer centricity. He has more than 25 years’ experience in Market Research and Customer Loyalty and Experience. A past Board Director of the Insights Association, he has also been volunteering with the Customer Experience Professionals Association (as past Chair of the CXPA Toronto Network) and the Canadian Marketing Association (as member of the Leaders Network and past co-Chair of the CMA CX Council).