Customer experience is the sum of all interactions that a consumer encounters, from need awareness, consideration, conversion, and loyalty, through advocacy.
Customer experience additionally includes perceptual realms outside of actual intent to purchase; it includes the impressions, beliefs, and assumptions that can possibly be associated with a product or service.
Experience Vision is how the organization is put together to achieve the unique value proposition that a company offers. It’s the tactical plan that envisions the creation of a whole organization, and ensures that sustainable operational effectiveness is predicated on a clear understanding of what the customer will experience as they are served. It carries within and across this organizational experience, a powerful digital fingerprint that mediates and moderates human perceptions and behaviors.
Experience Vision will ultimately lead to organizational design, and organizational design will lead to experience outcomes. This design effort will revolve around the following key pillars:
Envision the experience – Envision what the future state is. Develop Journey Map Architecture of your internal (operational) and external (customer touch-point) organizational experiences. Your vision must carry with it three qualities: (1) It must be feasible, (2) It must be actionable in a specific time frame, (3) It has to carry some “wow” in the marketplace – it needs to be worth doing!
Affirm it in customer experience research - Conduct qualitative and quantitative, voice of the customer, and latent customer attentiveness across all segments and verticals. Develop an Innovation Mindset as a core competency, searching for anomalies and shifts in customer attitudes and behaviors.
Share it across the organization – Evolve/develop the organization to support the envisioned future state. Create opportunities to connect with internal and external feedback loops, empowering decision making.
With these pillars on place, the organization can operate as an effective, coherent unit that is aware, responsive, innovative, and supportive - for internal and external audiences.