Trends Report

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

Empowered Customers Engage On Their Own Terms

March 21st, 2022
Nick Barber, null
Nick Barber
With contributors:
Keith Johnston , Rebecca Rose , Kara Wilson , Madison Bakalar


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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