Introducing a 3-dimensional approach to improving the customer experience

Improving customer experience requires a 3D approach. Cognizant commissioned Forrester Consulting to identify the most impactful thinking regarding Experience moving forward.

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By Mark Taylor

Posted on 03-16-2021

The term “Experience Economy” was coined in 1998, and since then billions of dollars have been spent on improving experiences. But have these investments paid off?

Eventually, the experiences that companies provide for their customers, their employees, and their partners will be predictive, precise, valuable, and clearly tied to business outcomes. But we are not there yet, and some of our fundamental assumptions about experience should be critically re-evaluated. Toward that goal, Cognizant recently commissioned Forrester Consulting to identify the most impactful thinking regarding experience moving forward.

This research looks at how organizations can build market resilience by investing in the experience ecosystem. Customer experience is not one dimensional and so requires a multidimensional approach. Cognizant views experiences as three dimensional where the dimensions that define experience are:

This view provides the critical information that the organization needs to direct CX-led investments and encourages management to focus on solving the most impactful underlying issues. Problems may present themselves in several ways: poor process alignment, broken processes, employee focus that does not support the vision for customer experience, content needs/mismatches, and many others.

The ability to orchestrate multidimensional experiences defines leaders and followers

Thus far we have looked at what organizations need to know and the framework that should be used to create the optimal experience. The next step is to orchestrate these activities. Orchestration is essential to ensure that every part of the organization is both optimized and aligned to delivering an excellent outcome that inspires loyalty. This process also makes it possible to scale up personalized experiences that meet both the overt as well as the unarticulated needs of the customer.

Connected CX-led orchestration also delivers several other important benefits that support next-generation experiences. Among the most important are the ability to:

Defining the strategic imperatives to deliver a multidimensional experience

The competitive advantage that comes from getting it right is monumental. For this reason, the next question is how to create the “go forward” plan. Forrester’s research identified the most important activities that will deliver the desired benefits and form the foundation for the future. Three important activities surfaced quickly:

  1. Investing in CX enablement: New investments that are focused on enabling the next-generation CX will yield the business results that organizations demand as quantified by any number of financial metrics. The vision should be: “Improve CX and the results will follow.”
  2. Aligning the employee experience to CX across the business ecosystem: Put simply, customer and employee experiences must align. When employee tasks and workflow create and support customer delight, employees feel empowered and valued, simplifying retention and recruitment. This is true for both customer-facing and back-office staff. According to the Forrester research, 44 percent of firms that are CX leaders have a vision for enabling employees to better support CX. The same research shows that nearly half of these firms are focusing on delivering the right technology and customer data to make this happen.
  3. Aligning strategies and metrics across the customer, employee, and partner experience: Too often these three groups are considered separate entities. Ensuring that CX, EX, and PX are aligned, have common/comparable/consistent metrics, and are all part of one vision is the foundation of any success in transforming the organization.

Cognizant is partnering with Adobe to meet the challenge of delivering multidimensional experiences. Cognizant is an Adobe Platinum Solution Partner and has invested substantially in this strategic global partnership, with over 2,000 resources trained on Adobe Experience Cloud solutions. They have executed over 200 projects spanning the entire Customer Experience lifecycle on the Adobe platform. Cognizant’s process expertise and expert skills provide the planning, deployment, and operational support organizations need. Adobe’s advanced solutions such as Adobe Experience Platform and Adobe Experience Cloud provide the digital foundation for these efforts. For more information, go here.

Topics: Adobe Summit, Productivity, Insights & Inspiration, Events, Experience Cloud, Digital Transformation

Products: Experience Cloud, Experience Platform,