Their continuing success has built on designing to deliver great customer experiences, expanding, as they have expanded, to also deliver great employee and workplace experiences.
To deliver these require different priorities in everything from ops to marcomms. Having a 'digital' or data-led business model alone will not and does not cut it.
It's why I believe to deliver a successful digital transformation (ie a modern business) your first principle is to design (everything) around the experiences you want to create. Customers, employees and workplaces experiences have been well considered - and very effectively. Great experiences have been the start-up superpower that drove the best businesses you know.
Now it is for PX - Planet Experience - to serve as your next business superpower.
Good CX has always made customers your partners. It's the trust thing. You want your customer to believe you have their best interests at heart. To do this your business has to generate win-win benefits. A customer win is a business win.
This has driven the whole customer-centricity revolution across business - the rediscovery of the customer as less someone to exploit, more someone to partner with. It has served the winners well. They understand that winning is about serving the needs of customers in a relationship of mutual trust. ie Exploit the customer and you get one big bang pay day, build a relationship of trust with a customer and you may miss out on today's pay day, for a longer term and (here's that word) sustainable relationship generating value for both parties.
Screw your customer - lose your customer.
Love your customer - keep your customer.
Some of you will already have guessed where I am going with this:
Delivering great Planet Experience will treat the planet like we (should) treat a customer - winning is about serving the needs of the planet in a relationship of mutual benefit.
The best businesses have now learned that exploiting their customer is essentially an abuse and a recipe for a short relationship.
Now they are coming to realise that their relationship with the planet requires just as much care.
A new superpower - yes because apply PX at the core of how you change or operate is becoming essential to the total experience the customer has of your brand or product.
If you want to sustain a relationship with the customers and employees who pay your bills, you will need a relationship with the planet that they can (literally) live with. Start designing for a great PX today!
Photo by Guillaume de Germain on Unsplash
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