The Experience-Centric Organization • Simon Clatworthy
Simon is a professor of design at the Oslo School of Architecture and Design and the author of the fantastic book The Experience-Centric Organization: How to Win Through Customer Experience
When the Wall Street Journal states that “Customer Experience Is the Key Competitive Differentiator in the Digital Age” it describes a transition that has been occurring in business during the past few years – The transition to customer- and experience-centricity.
New solutions become desirable in a busy marketplace through the experience their customers receive, which has wide-ranging consequences for business strategy, tactics, and development.
Simon will outline the what and the how of customer experience and describe how organizations can successfully compete through experience in an increasingly competitive market.
TIMECODES 00:00 Intro 04:26 Electric cars now and then 06:45 The experience economy 08:47 From function to emotion 15:09 Idealistic needs 16:34 Customer experience as the key competitive differentiator 18:54 Quote by Lisa Feldman Barrett 20:20 Even B2B 21:48 Desirability 22:52 Mini task 25:08 Crafting a way forward 25:55 Put purpose at the core of your strategy 26:43 1. Start with the experience 27:28 2. Be honest about ambition & position 29:08 3. Develop a terminology & use it 29:41 4. Integrate deep customer empathy 31:22 5. Find your mix 32:03 6. Focus upon the customers' experiential journey 32:55 7. Define your personality 34:10 8. Sweat the big things & the detail 36:18 9. Experience is viewed through the customers' eyes 36:32 10. Understand that this relates to the whole organization 37:34 11. We are all designers 37:52 12. Plan your organizational maturity journey 38:03 Conclusion 38:32 Outro