CXPA Twin Cities In Person Event: Productizing the Experience

CXPA Twin Cities In Person Event: Productizing the Experience

When:  Jun 20, 2023 from 06:00 PM to 08:00 PM (CT)
Associated with  Twin Cities CXPA Network

Experience is the New Product.

Companies traditionally organize around products, processes, and functional areas such as risk management, marketing, and operations. The problem with this is that functional goals don’t always line up with customer goals. When something goes wrong in the customer experience, it’s impossible to determine accountability because each functional area or product only owns a small part of the customer experience. In fact, a customer journey often requires the use of multiple products and capabilities to fulfill a customer need—So why don’t companies package multiple products together to create a compelling journey that customers want to take?

Pioneering companies are prioritizing the journeys customers take to fulfill a need (for example, “I need to pay a bill”), and transforming the way they are organized. They set clear goals for those journeys, and leverage agile teams across all functional areas to improve and transform the journeys to help customers fulfill their needs. The package products and services together to create the most seamless journeys that will cause the least customer friction, and in some cases even delight the customer. In other words, companies are choosing to “productize the experience.” For example, some financial institutions have transformed the consumer banking experience while increasing operational and economic performance through productizing key journeys that are most important to customers. When was the last time you went to the bank to deposit a check?

By clearly understanding and prioritizing the most important journeys based on customer needs, cross-functional teams can set clear metrics to define and measure success for each journey. The goal is to create loyal customers who stay longer, spend more, contribute suggestions and recommend your company to others, raising their lifetime value.

Hear from three leaders - Sherri Szabo with UnitedHealthcare, Sue Richardson with Mayo Clinic, and Sarah Roddis with Optum - whose companies have taken this approach to transform the healthcare experience.

A special thank you to BI Worldwide for sponsoring and hosting this event !

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