Craig Menzies recently joined us as Head of User Experience / Digital Strategist. As an ex-Forrester employee Craig brings with him a wealth of experience and we’re thrilled to have him on board! We asked Craig a few questions about his new role and what is exciting him in the world of customer experience..
1. What attracted you to this role?
The most exciting thing about my new role is the opportunity to combine in a real-world setting the two things I love best in digital: customer experience and digital strategy. What’s really interesting – and also a massive challenge – is to stay grounded by working closely with clients on all their user experience research work. I’ve always thought user and customer experience was a strategic undertaking (not a tactical one), and now I get to prove it. Oh, and working 100 metres from the beach in Brighton isn’t so bad either.
2. What will your responsibilities be in your new job?
I am currently responsible for all aspects of customer-centric strategy and delivery of user experience projects for iCrossing UK. I also act as an internal champion for good customer experience principles, and actively advocate internally for all of our clients. I will be responsible for working with new and existing clients both in the UK and internationally to help them to understand their customers’ real needs and requirements, across the whole spectrum of user experience methods and approaches.
3. What project are you most proud of in your previous job and why?
As a Senior Analyst with Forrester Research, I had the privilege to work on some great customer experience consulting projects, but I am most fond of the articles I produced on various digital and design topics. The one I would single out was a case study called “How Credit Suisse Made Customer Experience Matter” because it captured the real spirit of our work in customer experience – the idea of thinking differently on behalf of the customer.
4. What do you think are the most exciting developments in the industry at the moment?
The most exciting development in user experience – and the one that I feel is most likely to have a real commercial impact – is the ability to measure online behaviour across a spectrum that includes search and social media. Typically, user experience has focused on “the website” – but we don’t live in that online World anymore. Our digital landscape has extended, and now we can understand how journeys flow across a diverse and complex network.
5. How much has your work in your previous role helped you for adapt to your new role, has there been a lot to come to terms with?
As an analyst, you’re (purposely) at arm’s length. In this role, I am collaborating directly with clients and customers, and responsible for delivering user experience solutions that work. What is most exciting is that I get to bring to bear all the theoretical principles from my previous research work, and put it into play in a “live environment”. This is tremendously exciting, and quite a rare opportunity.
6. What are the reasons behind the surge in demand for user experience by both brands and agencies now?
For those of us who have been working in customer and user experience for a number of years, the surge feels more like a slow incoming tide. iCrossing has had a UX team for a number of years, the difference now is that we’re seeing real engagement with UX and user-centred design principles. Clients understand that the research that we do into customer motivation and behaviour is of real business importance. The commercial proposition is simple: poor online experiences damage brands and annoy customers. We prevent that from happening.
If you would like to speak to Craig about your customer experience needs please get in touch.
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