Experience Vision

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Experience Vision is the fundamental element that ensures business strategy is capable of performing with distinction in the marketplace. The delivered customer experience must be part of a holistic effort, finding its roots deep in an organizational understanding that is designed and driven by an inspired, aligned, and well-executed plan that brings human experience deep into the organization’s strategy.

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CX Research


Organizational Design

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.

Common Pitfalls

Even in highly effective organizations, the dominant business logic that successfully delivers critical behaviors and outcomes can be afflicted with inattentive blindness; an inability to perceive subtle shifts (and occasionally bold shifts) in market dynamics and user preferences.

These conditions can result in:

  • Weakened customer satisfaction – Failure to invest in continued research and development/innovation will result in lowered consumer confidence (e.g., stagnated or declining sales, decreasing profitability, increasing commoditization, etc.) in your products or services. The internal ramifications of this are decreased organizational commitment, reduced communication effectiveness, increased distrust, and reduced employee engagement.

  • Failure to offer market relevancy – Products and services no longer maintain uniqueness and are competing largely on commoditized attributes of cost and quantity. These organizations will face increasing competition with little distinction between providers.

  • Disjointed and conflicting experiences – Competing internal interests and an overzealous attitude of optimization create conditions that favor internal organizational convenience over external customer experience. Touchpoints increasingly reflect a breakdown of cooperation that naturally telegraphs directly through to consumer perceptions. While nearly imperceptible to employees, consumers feel a strong ripple and respond not by voicing concern but by abandonment.