The Experience-Centric Organization

2. Five Steps to Becoming Experience-Centric

2

Five Steps to Becoming Experience-Centric

This chapter places the previous chapter into the context of organizational transformation and experience maturity. It describes the five steps that organizations take to become experience-centric. After reading this chapter you will be able to position yourself on the experience-centricity maturity scale and develop a roadmap for the transformation of your organization.

Both a Sprint and a Marathon

After working with organizations and observing their challenges with customer experience, I have seen a pattern emerge in the steps they take, both in terms of how they understand experience centricity and in terms of activities and organizational change. These are summarized here as the five steps to becoming experience-centric (see Figure 2-1). Every company I have worked with has followed these steps quite closely, and you can use this process in your own organization as both a way of benchmarking your progress and a planning tool for development.

During the first stages, it is possible to sprint and get a fast foothold by taking a customer journey approach, but from then on, change becomes a longer-term process of organizational development to alter the internal logics of the organization (unless you are a start-up). This chapter describes the five-stage transition model to experience centricity and the characteristics of each stage.

Figure 2-1. The five steps to experience centricity. ...