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Going Beyond “WOW!”

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All transformation, whether Business or Digital, should begin with the customer in mind.  That was pretty much the resounding theme of this years Forrester’s CX Summit in San Francisco. 

The event kicked off with Forrester CEO, George Colony challenging everyone to identify their ultimate customer experience, their X1.  Of course, understanding that X1 experience is always changing and being redefined by customer expectations.  What was the pinnacle of experience last year, may be considered standard and expected service today. 

So how do know what your customer sees?  Kelly Price of Forrester stated that “there is quite literally a 100% chance you do not understand how your customer perceives things.”  That is an eerie thought, as so many companies design for the “WOW!” engagement, demo, and buying journey.  The result is that they forget the most important part of the experience.  The one they will be weighted on most heavily.  John Maeda, CXO of Publicis Sapient, called this the “after-wow” moment, when product engagement and the ownership experience begin.

There were a lot of other good points shared at this event also, but I will save them for a future post.

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