We have entered an era where customer experience is not simply defined by the user interface of self-serve mobile applications, but will be defined as a lifetime brand experience reflecting a corporations brand promise. We will see an intrinsic link between corporate vision, brand promise and a service portfolio that reflects the promise. Critically though it is not just the externally facing service portfolio that must be considered, as employee experience and the supporting employee service portfolio is now equally crucial.
A fusion of business, design and technology planning is required to realise this promise. We term this Experience Architecture and Enterprise Architects / FromHereOn* have published a whitepaper exploring how the fusion of Design Thinking and Enterprise Architecture is an essential path.
We invite our community to delve into the ideas being presented and share their thoughts below.
*Originally posted on the FromHereOn website as “Experience Architecture: Testing the Limits of Design Thinking”