you

Yes you are, because ‘you’ are the centre of every brands’ interest. According to Brian Solis of the Altimeter Group:

“Consumers not only expect great brand experiences, they believe they’re entitled to them”.

Solis goes on to expound why this appears not to be happening, which chimes precisely with our experience of trying to help businesses harness experience:

“the customer experience is left largely to chance, meaning it’s rarely intentional. Worse, organizations are still structured around a traditional funnel. This is why silos exist. Accordingly, every step of the customer journey and the resulting lifecycle is shaped by these departments, that do not by the very nature of today’s business model, work together to deliver a consistent experience”

and while Solis’ expertise and area of interest is digital user experience, it’s consistently been an activity or discipline that’s embraced a way of thinking about experience –  as the centre of any organisation’s ability to succeed – that’s central to our thinking. And more importantly than simply expounding on it with quotes, charts and diagrams, designing and delivering it. We should write a book. In the meantime, here’s the original article:

How Brands Design Customer Experiences Of The Future

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About Richard Hill

Creative director, writer, designer, illustrator based in the UK with global project experience and consulting skills across sectors.

Category

Experiences, Ideas for business

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