For the past 20 years, customer-centricity has been narrowly defined as only a set of touch points. Today, customer-centricity is THE business driver. The catch? This is only brought to life through inclusive, holistic and thorough enterprise-wide cultural adoption.
We partnered with Accenture’s Experience, Strategy, and Technology Practices to activate a Business of Experience (BX) transformation. BX is a new approach that brings BCBSMA leaders together as equal stakeholders to become indispensable to customers by helping them achieve their purpose. This is not about investing more. It’s about investing differently.
Enterprise transformation is an overwhelming task, but we had the right steps and the right teams to unlock BX.
Over the course of a 15-week engagement we unlocked:
How this was different:
How it was achieved:
What comes next:
For the past 20 years, customer-centricity has been narrowly defined as only a set of touch points. Today, customer-centricity is THE business driver. The catch? This is only brought to life through inclusive, holistic and thorough enterprise-wide cultural adoption.
The Business of Experience (BX) is a new approach that brings an organization’s leaders together as equal stakeholders to become indispensable to customers by helping them achieve their purpose. This is not about investing more. It’s about investing differently. BX leaders help rewire data, tech and people to enable agility that continuously unlocks efficiencies that can be reinvested in new opportunities for performance and growth. This allows them to improve experiences and give customers exactly what they desire without trading business value.
At the 10,000 ft view, BX is the most invisible. These are tied to culture and are things employees feel, value and assume about about their organization.
CX is a bit more tangible. These are declared values around purpose, mission and how to conduct user-centered work.
Most visible and immediate, at the 10ft view, is Product Experience, or PX. These are artifacts. The tools, processes, services and products that at delivered both internally and externally. Where people usually start because it is the most immediate.