"Why CMOs Must Learn to Understand the Customer-Experience Ecosystem" - By Kerry Bodine
Three main points
- Tunnel Vision - Organizations are placing too much emphasis on web and social media. That said, I think future CEOs MUST have spent time in the user experience group if they want to see things from a "customer experience" POV.
- There is no more "back-stage."The difference between front stage and back stage is disappearing, and with that disappearance all of your employees are able to both help and hurt your customer experience.
- Ecosystem Mapping - To break out of tunnel vision organizations need to take a different perspective. She calls for understanding it from the customers perspective and to map it out. I was involved with that on some early 2000 work with Ford. A key to it's success was that we made it circular, so that everyone could easily see opportunities to influcence repurchase (even before a customer explicity asked for it.) The ecosystem mapping that most consultants do though is too heavy on the process mapping and light on other aspects. I recommend setting analysis such as I did for My Ford.
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