Customer experience and user experience have become important concepts in manufacturing and marketing products successfully.

But how to institutionalize both concepts in the daily business? While traditional development process model start with “the birth” of the product and end with the “sun setting” of the product, a systematic approach to “customer experience management” uses a different approach: The “customer experience life cycle”. To identify and implement user requirements for customer experience, stakeholders such as marketing and sales must become part of the requirements engineering process.

This presentation introduces a practical customer experience lifecycle model that can be reused in projects as a checklist for planning customer research and to identify requirements for customer experience in a systematic style. Generic customer needs for each milestone are introduced that can be contextualized for every individual product development. The customer experience lifecycle can also be used as a structure for requirements management engaging stakeholders such as marketing and sales to actively specify user requirements.

Attendees will learn:

• where the life cycle of experiencing products really starts and where it really ends
• how to identify “implied needs” that users are not aware of to drive great customer/user experience
• that needs of customers and users re-occur across products that can be contextualized for every product development
• how to augment existing product lifecycle processes by relevant customer experience phases
• how to assign “requirements ownership” within the manufacturing organization across marketing, sales, product management and research and development