Today, Good Marketing Is Where ‘Interactive Tech Meets Human-Centered Design’

“A lot of people are just jumping on the bandwagon,” says Kit Macgillivray, chief product officer at Brook.ai and director of customer experience strategy at Frost*collective.

Still struggling to differentiate your customer experience from your user experience? Confused by the whole concept of design thinking? Turns out it’s not as complicated as it sounds.

Complex, everyday choices simplified with the help of technology is what modern marketing is all about, said Kit Macgillivray, chief product officer at Brook.ai and director of customer experience strategy at Frost*collective.

Combining CX and UX design principles, Brook.ai provides a platform that supports the needs of chronic disease patients. “It’s an interactive Fitbit on steroids,” Macgillivray explained.

This kind of innovation is the very crux of CX, he added. It’s about using today’s interactive technology to create human-centered design, but it’s a point many marketers are missing.

“A lot of people are just jumping on the bandwagon. A lot of people are just buying journey maps,” Macgillivray said. “They’re not buying an outcome, they’re buying an experience map.”

Tune in as Macgillivray joins hosts Mark Jones and JV Douglas to discover why chief product officers have a better understanding of CX than does the average CEO, how an incentivised culture will improve CX, and why the best brands approach the customer journey as a beast in need of continual upkeep.

The CMO Show is a podcast about brand storytelling and the future of marketing. To listen to previous episodes, visit the website or follow along on iTunes or SoundCloud.