We hear executives talk about customer experience and how excellent customer experience drives business. The intent is clear, but the execution is often poor. Why? Because customer experience is a deliberate choice and involves careful planning. Only when the right customer experience matches the customer goals will the plan succeed. But how do we achieve this? Some customer experience professionals use a technique called Scenario Design1 or something similar. They basically ask three questions: 1. Who are your users? 2. What are their goals? 3. How can you help them achieve those goals? Not surprisingly, these are the same questions that a business architect asks when creating a business use case (BUC) model, a less-known but highly effective business architecture tool used for requirements definition. There is clear traceability between customer experience and the BUC model. Without going into the specifics of how the customer experience technically plays out, the business architect can capture answers to these questions using the BUC model, similar to a Scenario Design document.
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