Designing Immersive Customer Experiences Based on Leading Brand Case Studies

Designing Immersive Customer Experiences Based on Leading Brand Case Studies

Doing CX Right podcast show on Spotify with host Stacy Sherman
DoingCXRight-Podcast-on-Amazon-with-host-Stacy-Sherman.
Doing Customer Experience (CX) Right Podcast - Hosted by Stacy Sherman
Doing CX Right podcast show on iHeart Radio with host Stacy Sherman

Designing Immersive Customer Experiences 

We live in a digital-first world where technology is evolving faster than ever.

This brings immense customer experience opportunities for brands as well as pressure to keep innovating and designing great CX amidst constant change.

So, how can you create immersive customer experiences that wow people in today’s landscape? What are the latest strategies and success stories?

I recently sat down with customer experience leader Joe Wheeler to get his insights on these pressing questions.

Joe is the CEO of CX Digital and author of the new book “Immersive Experience Design: How Leading Brands Are Using Technology to Create Real Magic for Customers.” With decades of CX expertise advising major brands globally, he has a wealth of hard-won lessons to share.

In our conversation, Joe revealed proven ways leading companies intentionally design immersive CX while balancing meaningful human connections. Let’s dive into a summary of discussions.

 

Key Actions With Brand Examples To Design Impactful Immersive Customer Experiences (CX): 

 

1. Solve Important Customer Problems (Don’t Just Push Tech)

“The best companies that we work with don’t have a mission; they’re on a mission,” Joe emphasizes. “So when you read about Nike, you know, their mission is to bring inspiration and innovation to every athlete.”

Having a clear purpose beyond profits is crucial. But just as key: Ensuring your tech solutions truly relieve “pain points” in your customers’ lives. Don’t fall in love with whiz-bang technology for its own sake.

Joe cites the cautionary tale of Zoom Pizza, which raised $350 million to deliver pizzas at warp speed using robotics and AI.

Yet they went bust after 2 years because, as Joe puts it, “I didn’t feel like I needed it any faster. 30 minutes was fine.”

Customers didn’t have a burning problem that demanded solving. Zoom Pizza focused on their tech solution, not real value for people.

2. Adopt Agile Experimentation with Continuous Customer Feedback

Rather than big, rigid product launches, Joe advocates adopting Agile development with continuous small tests and improvements.

“Agile has replaced that. And thank God, because companies that really seem to be successful today, they test and learn. They do incremental changes. They get feedback.”

For example, Mexican construction giant Cemex introduced a “completely touchless experience” called MXGO in 2017-2018. As Joe describes, “As they took different interactions and digitized them, they watched how customers behaved. If the customer was taking a long time to adapt to their bot, or adapt to a digital channel, they kind of pulled it back a bit.”

By iterating based on how real customers responded, Cemex incrementally shaped experiences that worked.

3. Look at CX Through a Digital Lens First

In Joe’s view, traditional journey mapping is no longer enough. Leading brands take a digital-first perspective to reveal more opportunities.

He explains: “What you see leading brands do these days is they simultaneously understand what’s happening with technology. They begin by benchmarking companies like Amex, the world’s biggest bank, with how they do customer onboarding. Because before they wanted to talk to customers about their problems, they wanted a lens that was digital.”

This outside-in digital lens helps uncover possibilities that customers may not imagine themselves. You see their pain points in a new light.

4. Orchestrate Omnichannel Human + Digital + Logistics

Truly immersive CX artfully combines different elements across channels and touchpoints.

As Joe puts it, “It’s this combination of human, digital, logistical interactions that designs an experience across channels, kind of seamlessly, so you can pause and resume, that exceeds expectations on those moments of truth that really matter.”

For example, Cemex coordinates complex logistical operations to deliver concrete on time, digitally tracked. They mix digital efficiency with human problem-solving when needed.

Omnichannel CX recognizes customers fluidly switch between channels – don’t make them repeat themselves. Meet them wherever they are.

5. Invest in AI / ML Talent and Skills

As Joe highlights, talent has become tougher to obtain: “The competition for talent is on steroids now… There’s talent on the street and if I was an entrepreneur, I would be going to get that talent.”

Especially seek people skilled in emerging technologies like machine learning and AI. These areas represent huge opportunities but scarce expertise.

Joe predicts a huge divide between companies who build these capabilities – and those who don’t.

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Doing Customer Experience Right®‬ On Youtube

About Joe Wheeler

A bestselling author, speaker, and consultant. He is the CEO of CX/Digital and the author of three best-selling books on the topics of customer experience, digital leadership and corporate culture.  His latest book, The Digital-First Customer Experience – Seven Design Strategies from the World’s Leading Brands describes the design strategies of leading brands including Nike, Amazon, CEMEX, Starbucks and others.  He has held executive roles at Bank of America, The Forum Corporation and earned an MBA from Edinburgh Business School.

Learn more on his website and Linkedin

About Stacy Sherman: Founder of Doing CX Right®‬

Customer experience and marketing global keynote speaker, journalist, co-author of two books, advisor, and host of the award-winning DoingCXRight podcast. Known for her Heart & Science™ framework that helps you gain profitable clients and brand loyalty–fueled by an empowered workforce. Stacy’s been walking the talk for 25 years as a strategist and practitioner at companies of all sizes and industries, i.e., Liveops, Verizon, Schindler Elevator Corp, Wilton Brands, and AT&T. She’s also a board advisor at multiple universities, featured in Forbes and other top-rated publications.

Her Why: To cultivate loyal relationships and meaningful experiences that enrich people’s lives. Contact Stacy for DOING Customer Experience (CX) and Service Right, not just TALKING about it. Continue reading bio >here.

Keyword themes: #DoingCXRight #podcastbusiness #customerservice #contactcenter #dataprivacy #compliance #datasecurity #customerdata #consumerdata #marketing

The New Rules of Customer Experience in a Post-Digital Era

The New Rules of Customer Experience in a Post-Digital Era

Doing CX Right podcast show on Spotify with host Stacy Sherman
DoingCXRight-Podcast-on-Amazon-with-host-Stacy-Sherman.
Doing Customer Experience (CX) Right Podcast - Hosted by Stacy Sherman
Doing CX Right podcast show on iHeart Radio with host Stacy Sherman

The New Rules of Customer Experience in a Post-Digital Era: A Conversation with Antonio Grasso

How does the intricate dance between Digital Transformation (DX) and Customer Experience (CX) shape the future of businesses? I recently interviewed Antonio Grasso to dive deep into this topic and more, uncovering strategies that will redefine the post-digital era.

The Essence of Digital Transformation

One of the pivotal questions I asked Antonio was, “What does Digital Transformation (DX) mean to you, and how does it intertwine with Customer Experience (CX)?” Grasso’s insights emphasize the symbiotic relationship between DX and CX, highlighting how technology is a tool and a catalyst that reshapes the fabric of customer interactions.

14 Tips for Successful DX: A Snapshot

Recently, Antonio shared a compelling infographic on social media outlining “14 Tips for Successful DX.” During our conversation, we explored these tips at a high level, breaking them down into digestible, actionable insights for businesses looking to navigate the digital transformation journey effectively with customer experience at the forefront.

Predictions: The Future Workforce Trends and Customer Experience

During the episode, Antonio and I share predictions on workforce trends. You’ll hear us provide a glimpse into the changing dynamics of the workplace, emphasizing adaptability, collaboration, and the increasing importance of emotional intelligence.

Conclusion

The post-digital era is not just on the horizon; it’s here. As businesses grapple with the challenges and opportunities it presents, insights from thought leaders like Antonio Grasso are invaluable. By understanding the intricate interplay between (DX) Digital and (CX) Customer Experience and by harnessing the strategies outlined in our conversation, business leaders can position themselves at the vanguard of this transformative age.

Digital Experience and Customer Experience Strategies with Antonio Grasso on Doing CX Right Podcast

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About Antonio Grasso:  

Founder and CEO of Italian startup Digital Business Innovation Srl, Antonio is regarded as one of the top digital transformation influencers and researchers on artificial intelligence, cybersecurity, the Internet of Things, blockchain, and sustainability.

He is an enterprise and public sector consultant. He collaborates with large multinationals and public institutions as an advisor, b2b influencer, author, and software innovator.

Currently, he is involved In two projects by the European Commission: the Next Generation Internet and the AI4EU – Artificial Intelligence for Europe as an external expert and ambassador.

Antonio is an Accredited and Qualified Global Mentor for Startups and Scaleups by the World Business Angels Investment Forum.

In 2021 he joined The Society of Professional Journalists as a professional member.

His ethical vision regarding digital transformation has seen him active on numerous social channels, all dedicated to spreading knowledge, most notably to developing countries. Antonio aims to help spread the concept of digital transformation, and he actively engages on social media to bring the latest content on new, emerging technologies and their uses to secure a better future.

Antonio Grasso has over 37 years of experience handling numerous projects in the field of information technology for both enterprise and public sectors. He believes that digital transformation is a digital evolution process that involves many aspects, and technology is only a component of the puzzle. For him, the biggest hurdle is a cultural change, and a strategic approach to face this epochal change is paramount.

Learn more on his website.

About Stacy Sherman: Founder of Doing CX Right®‬

Customer experience and marketing global keynote speaker, journalist, co-author of two books, advisor, and host of the award-winning DoingCXRight podcast. Known for her Heart & Science™ framework that helps you gain profitable clients and brand loyalty–fueled by an empowered workforce. Stacy’s been walking the talk for 25 years as a strategist and practitioner at companies of all sizes and industries, i.e., Liveops, Verizon, Schindler Elevator Corp, Wilton Brands, and AT&T. She’s also a board advisor at multiple universities, featured in Forbes and other top-rated publications.

Her Why: To cultivate loyal relationships and meaningful experiences that enrich people’s lives. Contact Stacy abut DOING CX RIGHT, not just TALKING about it. Continue reading bio >here.

Keyword themes: #ai #co-pilots, #communication, #storytelling, #customerservice, #customerexperience, #employeeexperience, #friction, #Microsoft #Bing, #usability, #chatgpt, #organization, #productivity, #contactcenter #customercare, #employeeengagement #doingcxright #podcastbusiness #podcastinterviews #podcastshow #podcaster #businesstips #leadership #emergingtech #emergingtechnologies

Digital Transformation and Customer Experience Innovation Lessons

Digital Transformation and Customer Experience Innovation Lessons

Press Play ▶️ To LISTEN To Podcast

Doing CX Right podcast show on Spotify with host Stacy Sherman
DoingCXRight-Podcast-on-Amazon-with-host-Stacy-Sherman.
Doing Customer Experience (CX) Right Podcast - Hosted by Stacy Sherman
Doing CX Right podcast show on iHeart Radio with host Stacy Sherman

Stacy Sherman and Dr. Joerg Storm, Digital Transformation Leaders, discuss the power of digitalization on customer experiences.

You’ll hear the secrets to success as they explore strategies for setting clear goals, making informed technology investments, and truly understanding customer needs in order to enhance experiences.

They dive deep into emerging tech trends, such as virtual and augmented reality, AI tools, and voice recognition, providing real-world examples of how these innovations are shaping the customer experience landscape. Take notes as you’ll learn a lot to advance your understanding of digital transformation, customer service experience, and future possibilities.

 

What You’ll Learn About CX and Digital Transformation

Topics include:

  • What does customer experience mean?
  • What is Web3? And why should people get educated now?
  • Digital transformation trends (see chart) and customer experience impacts.
  • The best leadership advice given/received.
  • Most important takeaway for leaders to know and apply for long-term success.
  • Advice to younger 20-year-old self
Dr. Joerg Storm and Stacy Sherman discuss digital transformation trends

About Dr. Joerg Storm: Digital Transformation and CX Innovation

An accomplished Digital Transformation leader with a 20-year global track record in implementation, innovation, entrepreneurship, and leadership. He’s passionate about bringing a human touch to technology while empowering people and embracing cultural diversity.  

Dr. Joerg has led multicultural teams of 250+ people and served millions of customers with 400+ systems across Japan, China, Germany, Taiwan, and Hong Kong. He strives to create a global impact by understanding and appreciating different cultures. His strong strategic focus and people-centric approach have enabled him to spearhead digital transformations at an OEM, start-ups, and M&As. 

Similarly, he believes that technology architectures, such as cloud infrastructure, complex SCM, production landscapes, Robotic Process Automation, Big Data, Analytics clusters, and Omni-Channel customer experiences, is the key to success in the digital age.  

With a Ph.D. in Economics and International Management, PMP certification, and IMD Digital Transformation Graduate credentials, He is well-equipped to lead digital transformations that create a lasting impact. 

Learn more on LinkedIn

About Stacy Sherman: Founder of Doing CX Right®‬

Customer experience and marketing global keynote speaker, journalist, co-author of two books, coach and host of the award-winning DoingCXRight podcast. Known for her Heart & Science™ framework that produces profitable clients and brand loyalty–fueled by an empowered workforce. Stacy’s been walking the talk for 25 years as a strategist and practitioner at companies of all sizes and industries, i.e., Liveops, Verizon, Schindler Elevator Corp, Wilton Brands, and AT&T. She’s also a board advisor at multiple universities, featured in Forbes and other top-rated publications. Her Why/ Mission: Cultivating meaningful, authentic relationships and experiences so people have more fulfillment in business and life. Contact Stacy for DOING CX RIGHT, not just TALKING about it. Continue reading bio >here.