The goal, however, must be to scale

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Organize teams: Up to now, teams have mostly represented either classic company functions - for example product, marketing, sales or customer service - or the various channels such as website, email marketing, shop or call center. This model is no longer valid. Instead, put together teams for specific customer segments or "customer purposes". Employees from the product, marketing, sales and service areas should work together with experience designers and developers, content netherlands rcs data architects and authors, experts in digital media, email and e-commerce in multidisciplinary squads. Integrated work across experience design and marketing is the be-all and end-all, as I have already discussed here .

Deliver experiences: Most business processes are optimized for efficiency, which often leads to friction with customers or prevents employees from delivering better customer experiences. value-added experiences around a specific "customer purpose" as much as possible. Achieving this usually requires changing operational processes and technology platforms. Use data and artificial intelligence to tailor and personalize customer experiences to the preferences of each individual customer. And with cloud platforms, technical scaling is also a breeze. Instead of just optimizing for efficiency at the expense of growth, you can optimize for growth as efficiently as possible.