Our customer experience (CX) team, service designers and user researchers all work together to cover all aspects of a users’ end-to-end journey across the business.

• The CX team are responsible for creating customer journey maps (sometimes referred to as user journey maps).
• Service designers are responsible for creating service blueprints.
• User researchers are responsible for creating personas.

While service designers and user researchers are part of the DDaT Directorate, the CX team are part of the Strategy, Performance, Business Development and Growth (SPBDG) Directorate.
The CX team bring knowledge and understanding of customer experience, as well as access to the Operations (Ops) functions of the business. Ops teams include:

• Customer Contact Services (CCS)
• Processing team
• Complaints Resolution Team (CRT)

The CX team inform, influence and action improvements to the user and customer experience in the Ops functions of the business in the same way the UCD team do in DDaT.
The partnership between UCD and CX makes sure customer and user experience algin right across the business. This strengthens both UCD and CX and helps us deliver a truly user-centred approach to the design, development, implementation and aftercare of all our services.

Sources

• Customer First

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