Customer experience isn’t delivered in a vacuum — it requires a multilayered ecosystem that reliably and repeatably delivers on the brand promise Sponsored by Cognizant
How does it feel to interact with a company? Use its products and services? Walk into its store? Update its app? Reach out to the contact center? This is the customer experience: all the elements of a customer’s interactions with a company, emphasis on In the past, a brand existed in the minds of consumers largely through the messages sent through advertising, media and marketing. Today, a brand’s promise is primarily manifested in the experiences the brand enables.
Perhaps most businesses think experience revolves around delivering a quality product. Or that experience is equivalent to design — the way a product, website, store or mobile app works. They might think experience is defined by a technical platform like CRM, or a data platform that offers a 360-degree view of the consumer. Perhaps they think it’s the contact center…
For this reason, we believe tomorrow’s brand leaders will be those that systematize experience delivery. We call this “experience orchestration” — creating a multilayered ecosystem that reliably and repeatably delivers the desired experience across business units, media, devices, geographies and customer contexts.Our Forrester study asked over 700 business and experience leaders to identify the practices and attitudes that lead to business success through customer experience.
In just one example of experience orchestration, we’re helping a large European financial services company redesign its employee and customer experience. The business is shifting from an organization with 34 different products and six business units, to a customer-centric model based on 11 connected customer journeys.
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