Competitive Advantage through Distinctive Experience
There’s a delivery and language gap that is driving a decline in customer experience and business effectiveness.
The world of frontstage (Brand & Communications) and backstage (Product & Reputation) has people “using different words to mean the same thing & the same words to mean different things” which is causing silos of specialties and a sea of sameness.
If we draw from the evidence-based best ideas of Brand & Communications and Product & Reputation it leads to a ‘Distinctive Experience’ approach with a simple “two stage funnel”, and a toolkit to drive choices to do fewer things, better.
Distinctive Experience is the use of SPEED* to deliver consistent Relevant Fame through a Convenient, Available front and backstage interaction, that grows and supports the right volume of customers willing to pay for a good or service in a way that will ensure the long-term profitability of the business.
*Strategy, product, engineering, experience and data
This document is an exploration of ideas I’ve collected from sitting in both brand/advertising and product/consultancy camps over the last few years to stimulate discussion.
It borrows from the likes of Byron Sharp, Mark Ritson, Jenni Romaniuk, JP Castlin, Wiemer Snijders, Prof. dr. Koen Pauwels, Faris Yakob, Tom Roach, Dr Grace Kite and many others. Any good stuff is their fault, any bad is mine. And apologies if the blending of ideas isn’t always as ‘purist’ as our industry’s cliques would prefer. PS: It’s not an official Publicis Sapient POV so don’t yell at them/us.
Full PDF can be found here: https://www.davidjcarr.com/DX/FromCXtoDX_051024.pdf
And some sample slides below…
