The Consumer Experience: Why It Has a Big Impact on Business Transformation

I have been practicing business consulting for more than 12 years now. All my consulting colleagues would agree that any sustainable business transformation exercise rests on the three foundation pillars of People, Process and Technology (PPT). A structured transformation exercise would require us to understand the business problem from the client's perspective, benchmark it with leaders, develop / test hypothesis and create the road map. But a remarkable change is being witnessed now which seemingly was ignored in past unknowingly—and that is Consumer Experience (CX)!

We've always heard that consumer is king and it decides the winner. But the only function that embraced that wholeheartedly was sales & marketing. While sales & marketing always pushed for consumer first, the rest of the departments kept the prime focus on individual objectives around cost leadership, technology superiority, product / service innovation.