The Experience-Centric Organization

3. The Structure of the Experience-Centric Organization: The Wheel of Experience Centricity

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The Structure of the Experience-Centric Organization: The Wheel of Experience Centricity

The key message of this book is that the customer experience is not an afterthought. It is your reason to exist, and an organizational imperative. Everything and everyone in the organization has to focus on it, and support its delivery. That requires an underlying structure that promotes experiential thinking and describes the roles and responsibilities of each part of your organization in its fulfillment. This chapter describes a model for understanding experience centricity called the wheel of experience centricity. The wheel allows you to see how the experience a customer gains from a touchpoint connects all the way to the structure and strategy of your organization, and vice versa. Understanding the wheel, and how the parts fit together, is key to unlocking the potential of the experience-centric organization. It integrates and orients the whole organization toward its mission: providing memorable customer experiences.

A Tale of Two Restaurants

Recently, I met with my good friend Søren to discuss this book. Søren is an expert on innovation and we have regularly been discussing experience centricity over a meal and a beer. We met up in our regular hangout, a French crêpe restaurant, but this time we were treated badly by a new French head waitress, who was both grumpy and rude. This ruined the ...