Experience is unique. There is no common definition on what is CX. It is much more complex than services or products. What it means depends on the context as well the industry. There is a human dimension; there is a service component; there may be a digital interface component and it may have to do with dialogue and conversation enabled by the product/marketing platform that happened during the pre or pro-purchase.
This has been one busy week and I am back with
week six of our Advanced Brand Strategy Masterclass. We are continuing on the
second part of brand strategy development framework which focuses on brand
identity, brand images and brand delivery. The delivery one is probably the
most important and interesting aspect.
Here you'll get a three-minute guide to "Customer Experience Innovation". Not only does it need a better definition as it is often casually used to describe "sales automation" or generally referred to as "usability design".
There is no question about the value of creating engaging consumers is key to brands that wish to thrive in the "experience economy". There's yet to have any common definition to what extent CX Innovation goes beyond digital interface design and expanding its boundaries to "experiential marketing" or opening up new competitive space in "service design".
I can remember a time not so long ago when the notion of "strategy" seemed nearly divorced from the design and/or creative process. Strategists performed competitive analysis or "landscapes", talked to stakeholders—aggregated industry reports and trends and did stuff with lots of charts, metrics, bullet points etc.
The notion of carbon-neutral shopping looms large for many in the environmental world. If only we could shop without guilt, knowing unquestionably that the global warming impacts of our purchases were being rendered harmless, we'd all feel that we were being part of the solution to climate change.