Nov 26, 2016 0
In today’s experience economy, becoming customer centric is a necessary and well acknowledged transformative organisational challenge. Let’s break that down. We see the customer as the consumer and the organisation as the enterprise. Over the last few years the focus has largely been on delivering superior consumer experiences. However, we should also recognise that great enterprise experiences result in better consumer experiences. With the current thinking splitting corporate investments 80/20 in favour of consumer experience over enterprise experience, are we missing a trick here?
Consumer experience is the sum of all interactions we have with a brand throughout the consumer lifecycle. If done right, we advocate for the brand and want to further engage with them. The enterprise experience is exactly the same but targets audiences inside the organisation rather than outside. These internal audiences – agencies, partners, IT, executives, vendors, business units – follow processes and use technology to create those superior consumer experiences. The organisational challenge is about empowering these internal audiences with modern tools and techniques that have come to rely on as consumers.
If this is what enterprise experience is about, why are organisations falling short of the mark?