This episode features part one of a conversation with Gene Cornfield at Accenture. We will get an introduction to the concept of business of experience and how this relates to customer experience, and we will discuss transition versus transformation. Gene will challenge our thinking on customer journeys and explain CPIs – Customer Performance Indicators.
Huge investments are being made into digital transformation including CX, however, CEOs do not see significant value. They are looking for growth and only one thing drives growth: customers. So why would investments in CX not drive value? The answer, explains Gene Cornfield, Managing Director and Experience Transformation Lead at Accenture Interactive, in this episode of Data Driven CX, lies in the lack of attention to mind set.
We are applying new tool sets, and we develop new skill sets in our organizations. But if we are not shifting our mind set, we will only achieve transition, not real transformation of the kind that can hugely impact our revenues and growth.
We need to rewire how we think and operate, use data and AI to tailor experiences, use technology to do it at scale, and truly become customer obsessed at scale.
A key question is: How do your customers react and feel when trying to achieve a purpose that is important to them? Business of experience is about optimizing your customers ability to achieve their purpose. It is larger than optimizing customer touchpoints to sell products or services.
Finally, Gene and Nienke challenge the way some companies define their ‘customer journeys’ and provide a point of view on what is important when designing these.
Some resources to learn more:
Accenture Interactive: Business of Experience web page
Accenture Interactive: Business of Experience Report
Harvard Business Review article: The Most Important Metrics You’re Not Tracking (Yet) by Gene Cornfield
Digital CX: Expert Insights ebook by CX Networks, Informatica and Accenture