The digital multi-channel challenge

By Tim Loo @timothyloo

In February we held our second UX Leadership Roundtable. We invited UX leaders from banking, telecommunications, gaming and FMCG for a lively discussion around the digital multi-channel challenge.

Why multi-channel?

Traditional markets and consumer expectations and behaviours are being disrupted and transformed by digital, creating an increasingly complex multi-channel experience.

Many organisations are struggling to manage and cohesively evolve their (fragmented) multi-channel experience. We saw this with the web and now we’re seeing this with mobile. The impact on consumers is an ever widening gap between brand promises and customer expectations and experience.

Some of the big themes of our discussion

  • How organisations frame the multi-channel challenge and who drives the agenda depends on how well understood the long-term value of holistic customer experience is. For many organisations this understanding is low.
  • Ownership is a big problem – everyone owns it (when it works) or more frequently no one does (when it doesn’t).
  • The measurement and management of organisational silos act as a barrier to real collaboration required to tackle this both through design and operational change.
  • Subsequently, organisations lack a vision for the end-to-end customer experience and how to create a joined up experience by design.
  • Encouragingly, UX leaders are starting to get traction through measurable experience wins. As customer experience becomes the topic of conversation for boards and management teams, the UX teams have a fantastic opportunity to take a leadership role – if they can take the big step.

What is the UX Leadership Roundtable?

Every quarter Foolproof hosts a UX Leadership Roundtable at Foolproof’s office in London. It’s invitation only, and we invite UX leaders from our clients and networks to participate. It’s an open discussion and allows us to take the view from above on the biggest challenges facing UX practitioners and the organisations they work in. All discussions are off the record as we want our leaders to share (good and bad) experiences from the front line.

Want to join the discussion?

If you’re interested in joining the next Roundtable, Tuesday 29 May, please contact your Account Director or Tim Loo, You can also request to join our LinkedIn group: UX Leadership Roundtable.

Tim Loo

I’m the Strategy Director at Foolproof and head up our Experience Strategy practice. I take a lead role when our clients are looking to formally create an experience strategy, plan and measurement framework. It’s an exciting area to work in and an increasingly critical and integral part of many a corporate’s business strategy.

View Tim's profile

What do you think?