Obsession used to be a bad word. Not anymore, especially when technologists are adopting the mantra of finding ways to empower first and build second. The human experience will now underpin every transformational effort and incremental change.
This paradigm has already arrived in large enterprises, where a multivariable technology universe is being united with human singularity. At Confluence, Skyler Mattson, President at WONGDOODY uncovered the motivations of leaders in the business of experience: Barbie Bigelow, CIO, Black & Veatch; Fawad Ahmad, SVP, Enterprise Technology, State Farm; and Louis E. Ursini Jr., SVP, CVS/Aetna IT.
Rethinking interactions is the key to reimagining the experience. If one thinks of every touchpoint as a purpose point where people need help, mindsets can be shifted to looking at transactions through a more human lens.
There’s an insight hiding in digital spaces where customers don’t engage the way we want them to. Studying drop-offs and a lack of adoption can spur alternate solutions that are high on relevance and personalization.
The old way was belief backed by the gut: this product is designed a certain way because that’s what customers need. The new digital way is to test, study real-time data and re-test what customers are saying. Both ways must co-exist.
The workforce experience is as important as that of customers. Radical simplifcation inside the organization enables more outcomes outside. Instrumenting daily tasks with data and automation will enable leaps in productivity.
You actually have to allow people to try things, fail and not have any kind of punitive damages, and say thank you.