User Experience and Brand both matter when communicating to customers. When they work together, both consumers and companies win.
One of the marketing initiatives of Prophet in 2015 was to better support and promote the studies, reports, and intellectual property generated by the thoughtful and insightful industry thinkers within the organization. From Design and Innovation to Analytics and Digital Transformation, the combined knowledge and experience of Prophet leadership were enough to fill several sets of encyclopedias. The team wanted to not only use their learnings to fuel the success of the clients, but to build industries up in general.
Customers today demand the best total experience. Brand communication still matters, but the reliable delivery of brand promise matters more. To win with customers, you have to offer them a distinctly better experience, and the economic advantage is in being able to deliver it cost effectively. Creating and delivering a better experience for customers is the new growth imperative.
This report explores a number of scenarios for who should lead customer experience in your organization. Depending on your company structure, industry, complexity of the ecosystems in which your company operates – there is no one size fits all answer. However, there are best practices that can point you towards better choices so that your organization is prepared to create breakthrough experiences for customers that will drive growth.