Think about a product you recently bought. Now think about the experience you had buying and using that product. Increasingly, it’s difficult to separate these two elements, and we’re actually seeing many cases where customers prioritize the experience of buying and using a product over the performance of the product itself. In fact, customer experience is becoming a key source of competitive advantage as companies look to transform how they do business.

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Developing any customer journey requires input from many functions. We believe in a “braided” approach that combines design, business strategy, and technology as the core working group. These functions should work together to make decisions, ensure that the designed journey aligns with the business strategy and is delivering value, and keep customer experience a top-of-mind issue.