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Research

Propelling Experience Design Across an Organization

Although customer experience (CX) management has become a relatively common activity within large organizations, companies still struggle to deliver consistently positive experiences to their customers. One major issue impeding companies’ current CX efforts is that few organizations design customer interactions in a purposeful and deliberate manner. This report explores how companies can use Experience Design – which we define as a repeatable, human-centric approach for creating emotionally resonant interactions – to craft consistently excellent interactions and how they can share and spread these capabilities across the entire organization. This report includes over 30 examples of best practices from companies that are spreading and sharing Experience Design capabilities throughout their entire organization and provides tools that employees can use across the six stages of the Experience Design process.

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