SXSW 2021
Demystifying Experience Ecosystems
Description:
There’s a war going on in organizations – who gets to speak for the customer experience? Marketing sells, product builds, design creates – so who the hell is in charge? The CMO? No, the CTO? Nah.The mythical CXO? Uhh...Either way, false choice. The customer is in charge. And we’re going to show you an actionable, easy-to-use framework to deconstruct your experience ecosystem so that you can stop using “ecosystem” as a buzzword and use it to ensure you and your teams build brand experiences that reflect your customers rapidly changing needs, rather than your org chart.
We’ll offer practical and widely applicable lessons learned from helping steward some of the most beloved experience ecosystems in the world at customer-obsessed brands like Target, Google,and the Harry Potter franchise
Additional Supporting Materials
Takeaways
- Leverage the Experience Ecology: A way to simplify complex ecosystems of brands, technology, and customers into their actionable components.
- Do a Buzzword Reality Check: A self-assessment to learn if you actually have an ecosystem(or just a bunch of touchpoints).
- Stop Letting Your Org Chart Show: Simple customer research tools to master your organization’s internal projections so that you build systems.
Speakers
- Mark Micheli, Vice President, Experience Innovation & Adjunct Professor, IIT Institute of Design, Kelton Global, A Material Company
Organizer
Ruth Ajayi, Marketing Director, T3
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