The idea of customer experience and user experience originated in the technology world, eventually making their ways into other industries. But some technology companies are taking these ideas even further, advocating for company-wide change and spurring others to always be thinking about the end goal: a customer’s complete satisfaction from purchase of product or service to the end simplicity and ease of usage.

“We now have a dedicated, centralized customer experience and user experience organization,” said Killian Evers (pictured), vice president of customer and user experience at data management company Veritas Technologies LLC. “We work directly and deeply with our engineering, our sales, our marketing partners, our product managers, to infuse design thinking. It’s actually something that everyone’s hungry for, because once you see it, then you start to know, ‘Aha, this is actually better, right?'”

Evers spoke with Peter Burris (@plburris), host of theCUBE, SiliconANGLE Media’s mobile livestreaming studio, during the VMworld conference in Las Vegas, Nevada. They discussed user experience and customer experience and ways to implement UX and CX more deeply into a company. (* Disclosure below.)

Three ways to improve customer and user experience

Veritas has tried hard to implement design thinking into its company from the ground up, holding workshops and teaching on the go. The company has built its CX strategy on three pillars that drive every product, according to Evers, including it has to be simple, intuitive, and integrated.

“It has to be easy for everyone to understand,” Evers explained about the first two concepts. “Technology is not scary; it’s not hard. If it’s simple and if it’s intuitive, you’re going to be able to use it. The adoption rates are going to increase.”

Regarding being integrated, Evers pointed out that unless a company truly integrates the product, it won’t take off. “If it’s not integrated, if it’s siloed, the adoption rates are going to go down,” she said. “No one’s going to want to continue to use it. You’re not going to build that community. You’re not going to build that market share.”

The company has had success with these concepts of CX and UX by building its flagship product NetBackup — which delivers unified data protection for enterprises with complex, heterogeneous environments — from the ground up, according to Evers.

“We have simplified the creation process of our protection plans so that everything is seamless,” she stated. “One, two steps; that’s it. We have worked through our programs to build this and to create this overall experience by building it together. We have worked with our customers, with our end users, and partnered with them to create this experience.”

Watch the complete video interview below, and be sure to check out more of SiliconANGLE’s and theCUBE’s coverage of the VMworld conference. (* Disclosure: Veritas Technologies LLC sponsored this segment, with additional broadcast sponsorship from VMware Inc. Veritas, VMware, and other sponsors do not have editorial control over content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE