Customer Experience Design

Customer experience management programs are moving from intuitive decision-making to design based on sentiment and behavioral analysis, together informing personalization.  Successful experiences are created by breaking down the barriers between functions and informing design of customers’ journeys with data.


Point of View


Leaders in customer experience determine which customers are the highest value and potential so that end-to-end experience design can be tailored to their needs first. Further, experiences are analyzed from the outside-in considering impact on both attitudes and behaviors. This approach necessitates working across organizational silos to implement changes, however we find it is worth the effort due to the positive impacts on customer perception and loyalty.