Improving Experiential Value and Empathetic Customer Outcomes Through an Experience-Orchestrated Business

This IDC Perspective discusses how the experience-orchestrated (X-O) business framework can enable organizations to deliver value-based experiential outcomes for customers. Organizations are increasingly leveraging data-driven insights and generative AI to power intelligent experiences. The X-O business framework offers organizations a reference model to design and deliver future customer experiences that deliver whole journey experience outcomes to all participants in the experience ecosystem. Such a transformation must prioritize the human side of customer value, outcomes, and trust, to drive profitable business growth and gain lifetime customer value. In turn, this requires an approach that fosters connectedness across technology, business processes, and culture, underpinned by data and insights, to achieve superior customer experience outcomes."Unlocking a shared experience value in the future of customer experience hinges on orchestrating empathetic and intelligent interactions," said Sudhir Rajagopal, research director, Future of Customer Experience at IDC. "However, the key is for organizations to prioritize data and insights coherence and change transformation that is built on a culture of trust and experiential value parity, which extends to all participants in the experience ecosystem spanning customers, employees, and partners."