Trends Report

Experience Architecture: Build Your Business On A System Built For Performance

Empowered Customers Engage On Their Own Terms

Nick Barber
 and  four contributors
Mar 21, 2022

Summary

Omnichannel customer engagement challenges brands because of the complex landscape of devices, platforms, and channels. To deliver a great customer experience, you need an ecosystem that aligns your enterprise with your customer. We call this ecosystem an experience architecture (XA). XA reduces friction across the end-to-end customer lifecycle, enables internal operations to establish a forward-looking view of the customer, and takes an outside-in approach to elevating customer experiences with customer-centric business practices, partners, adaptable platforms, and connected employees.

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