You’re investing in experience. But are you seeing the returns?

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Poor customer experience puts nearly $3 trillion of sales at risk annually

The dominant theme in experience right now is the decline in measured outcome quality, despite increased investment.

Low employee engagement costs the global economy approx $10 trillion

That's equivalent to 9% of global GDP, with the true cost of poor employee experience almost certainly higher.

The problem is not the investment in experience.

It is how it is being managed.

External force

Artificial intelligence

As artificial intelligence reduces the cost and complexity of producing products, services, and content, functional differentiation is eroding.

External force

Radical transparency

Social media has transformed word of mouth from a private conversation into a public broadcast that is permanently, publicly, and irreversibly visible to everyone.

Internal force

Organisation fragmentation

In attempting to solve for experience, most organisations have made it more complicated, more siloed, and more disconnected than ever before.

Internal force

Unmanaged audiences

The audiences that shape commercial performance have expanded beyond customers and employees, to include partners, influencers and society.

the experience gap

The commercial cost of the experience gap

Business units in the top quartile of employee engagement are 23% more profitable than those in the bottom quartile.
Organisations categorised as customer-obsessed report 41% faster revenue growth, 49% faster profit growth, and 51% better customer retention.
Companies that regularly collaborated with their suppliers showed higher growth, lower operating costs and greater profitability than their industry peers.
Brands could raise consumer engagement by 16.6% on average by reallocating the same budget across influencers more effectively.
Products making environmental and social claims averaged 28% cumulative growth over the period, against 20% for products making none.

Organisations that invest in experience as a strategic discipline outperform those that do not, across every dimension of commercial performance that matters.

Introducing XEF

Closing the
experience gap

Closing the gap is not a matter of better tactics, more sophisticated tools, or more satisfaction scores. It requires a deliberate structure for managing experience as an interconnected ecosystem.

This is what the Experience Ecosystem Framework™ (XEF) is designed to do.

Strategy
Establish experience principles
Translates organisational values into specific standards that define how the organisation acts toward every audience.
Audiences
Define audience experiences
Defines the specific experience each audience needs at every stage of their relationship with the organisation.
Operations
Build capability and deliver
Builds the structure, people, process, and technology required to deliver the defined experiences consistently.
Measurement
Track performance and impact
Measures how well the organisation is delivering the intended experience for each of its audiences against what is has committed to.

Learn more about XEF

XEF is universally applicable across geographies, sectors and industries, for single or multi-brand organisations, enabling leaders and consultants to design and deliver experiences that drive tangible business impact.