Rethinking the Digital User Experience as a Collaborative Exchange.
The report, 'From UX to CX: Rethinking the Digital User Experience as a Collaborative Exchange’, is part of a six-year collaboration between Capgemini Consulting and the MIT Initiative on the Digital Economy to help organizations succeed in digital transformation and provide best practices.
This new form of collaborative customer exchange has two main dimensions – the active participation of customers along an organization’s value chain and the extraction of more information at every touchpoint to target and personalize the offering.
Four archetypes for Collaborative Customer Exchanges emerge at the intersection of the two dimensions that will help firms design successful collaboration exchanges.
To create a successful exchange, both organization and customer must be willing to give up some control to allow positive participation and information sharing. Understanding the two-way flow of engagement and how customers benefit from the exchange is an essential part of cultivating a collaborative exchange. Customer engagement must be understood not only in terms of amount or value extracted by the organization, but by the lived experience of the consumer. Getting the balance right is key to create a win-win exchange.
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