Technical Note: Customer Experience Systems

Structurally speaking, we are on the cusp of a new competitive era. The old era, in which one independent company wrestled with its horizontal market rivals for a bigger slice of the pie, is giving way to a game that is more nuanced, more challenging—but also bigger. In this new game, the smartest, most successful players will be those who build more unified end-to-end systems that deliver tangible value and improved experiences to customers. This technical note focuses on how to manage and orchestrate vital, differentiated—and profitable—customer experiences on a recurrent basis across inter-organizational value chains and routes-to-market systems.