Today, experience serves as a foundation. It influences all global aspects of the company’s operations, including how customers purchase, how they connect with the brand, and so on. Following the recent 3 years health crisis, this has been reaffirmed. The need of addressing client demand has been more clear to businesses than ever before. As a result, optimizing the customer experience (CX) is no longer enough; the focus must change and shift to the business experience (BE) (BX) to stay the leader in the market. This article aims to address the question, “What is the Business Experience?” by defining it.
What is meant by the term “customer experience”?
“The Ultimate Guide to Customer Experience” has previously defined Customer Experience (CX) as everything that happens between a business and its customers. Post-purchase or follow-up interactions with the buyer X weeks after their purchase are possible.
These days, a company’s ability to succeed relies heavily on the satisfaction of its customers. Product, service, offer and customer connection, and help all depend on it.
All of a customer’s contacts with a firm go a long way toward forming that opinion. As a result, although you may play a role in certain areas of the customer’s experience, you have no control over how they feel.
The Meaning of Business Experience
In contrast, this new concept, Business Experience, takes a far broader picture of the customer’s journey. CMOs and CEOs have been the only ones who have paid attention to the consumer experience up until now (CEOs). They did all in their power to enhance and create the best client experience at each and every point of contact and in every possible way.
With BX, though, it’s a whole other thing. It’s all about the consumer in this organization. The BX becomes a top priority for the CEO of the firm since it has an important impact on every part of the business.
Customer Experience (CX) is about optimizing all customer contact points related to a product or service, as opposed to Business Experience (BX).
In addition, we have the BX, which enables us to react to and help human needs around a certain objective.
Exactly this is what distinguishes BX from CX. Transversals connect all teams and take human needs into consideration while maintaining a focused concentration on a specific goal. We are no longer on straight lines with points of touch.
Each department’s point of view.
Operations vary from a Business Experience perspective to a Customer Experience view. Accenture Interactive has provided some specific examples based on the types of teams that exist inside an organization.
- CX vision of a marketing team: Make people want things.
- BX vision of a marketing team: Make things people want.
- CEO CX vision: Maximise profitability.
- CEO’s BX vision: Leverage purpose and experience.
- CX vision of operational teams: Ensure business efficiency which often limits growth
- BX vision of operational teams: Ensure efficiency for the customer and the experience that enables them to drive growth.
Consumer-focused, but not only…
A preoccupation with the client is required to become a Business Experience leader. Being able to build a model and create a strategy around their expectations.
However, this plan should not rely only on consumers. Your workers have a lot of sways. They need support in their journey, which means building an innovative approach, funding a workplace where they can thrive, and providing them with the resources to do so. This has a significant impact on both the level of employee participation and the quality of the output. Thus, on how successful can the company be.
Summary
New Experience in the Workplace Customer experience (CX) is only one component of BX. In order to enhance a product or service and be the leader in the market, you don’t only have to concentrate on the contact points but to start responding to the customer’s demand and needs first. After that, work on improving your product or service based on what you collect.
In addition, the development of the technology and the creation of great new Business Experience Management Platforms, help these companies achieve all BX goals.
Business Experience is built on four pillars that need to learn:
- Think about the demands of your customers and make your decisions on that.
- Every day, find new ways to improve your experiences.
- Extend and democratize efforts to enhance the customer experience throughout the whole organization.
- Bring data, technology, and people into harmony.
