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user experience teams are starting to form more regularly inside companies that previously have not had them.
product managers are moving the focus from technology and building as the primary challenge, to experience design and experience differentiation as the latest business advantages.
we’re starting to see titles like VP of Customer Experience, and even Chief Experience Officer more and more often. underneath those titles are teams that focus on the range of experience design topics that we’re covering: experience design research, digital strategy, experience architecture, interactional design, and so forth.
companies are evolving because their advantage in the market is most defensible when they differentiate the experience itself. from an old case study: it’s the reason the Apple iPod killed the Microsoft Zune. it was simply a more elegant product, and a better experience for the music lover. (though, we do know a few ardent zune fans still knocking around today :o)
managing the customer's journey
companies are maturing in terms of managing the customer’s journey. it doesn't just start at the interaction point. it’s the journey that the customer will take initially by buying from the company and after that, in maintaining a relationship with the company.
