via .then, Andrea Lucchesi

In recent years, the concept of Business of Experience (BX) has gained growing importance, going beyond the traditional approach to Customer Experience (CX).

It is no longer just about satisfying customers, but about building an experiential ecosystem that involves every aspect of the company: from the product to internal culture, from the brand to the innovation strategy.

The Age of Experience: how we got here

According to an Accenture report, 77% of CEOs stated their intention to radically change the way their companies interact with customers in order to drive business growth.

The pandemic accelerated this change, pushing companies to rethink how they interact with their users.

The BX approach arises from the fusion of UX, CX and branding strategies to offer a holistic experience, in which every touchpoint creates value and connection with the customer. According to Brian Solis, author of X: The Experience When Business Meets Design, the future of business is experiential, and companies must design meaningful experiences in order to succeed.

Human-Centered Design

Experience design must be built on users’ real needs. Service Design and Design Thinking methodologies make it possible to co-create effective solutions, narrowing the gap between brand and consumer.

Brian Solis stresses the importance of innovating the experience to evolve from simple Customer Experience to the customer’s experience, emphasizing a human-centered approach.

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