How do you integrate user experience in a company? A pitiful, model-like attempt.

I recently had to look for a file from my archive and stumbled across a “model” that I devised during a trip to the USA. I remember that I was really enthusiastic about it at the time and really wanted to develop it further and publish it. That’s how great I thought it was back then. Like many things that start with great enthusiasm, this one didn’t fare any better. Other things became more important and I forgot about it.

Back then, four years ago, I wrote:

Theses:

1. In a saturated, high-tech and socially responsible society, the user experience that a customer experiences in connection with the company is decisive for the success or failure of the company.
2. Positive “Company User Experience” is primarily achieved with credibility.
3. There is a real opportunity to be much more successful than your competitors. Regardless of company size and budget.
4. Consumers primarily want to perceive companies as people with character.
5. Selling products successfully can be achieved at half the cost.
6. Consumers want to be taken seriously and treated well.
7. The better all areas of the Jackson cube are coordinated, the more successful a company is on the market. It is not important whether this happens at a high or low level.
8. The customer is a company’s most important partner.

The Jackson cube

This Jackson cube that I mention is the visualization of the 6 dimensions that marketers should actively work on. These are:

1. Credibility
2. CRM
3. Product
4. Communication
5. Costs
6. Opportunity

According to the model, marketing managers or people in management positions should measure the impact of each decision against these dimensions and think through various scenarios. The aim is to make decisions that affect all dimensions to the same extent or do not worsen the balance of the dimensions. Derived from this is the idea of visualizing this using a cube:

The aim is to “maintain” a cube that is as balanced as possible, i.e. to neither over-advantage nor disadvantage any dimension. (“Jackson” is the name of the thing only because I thought it needed a cool name and the thing with the cube in the city of Jackson came to mind).

In concrete terms, this means, for example, that a poor product cannot be compensated for with good communication or low costs (price). Just as a great market opportunity cannot be realized with little communication. Or good, sophisticated CRM creates credibility for the customer. I know it’s a little bumpy.

What I can only subscribe to, however, is the general intention that user experience must be coordinated across the entire company in order to provide customers with the most consistent product/company experience possible. User experience must be shaped and coordinated in every department. The cube should be an attempt to turn this into a model.

What do you think about it? Is it any good? What can you use from it? Please be ruthless, it’s already old and forgotten :-)