#9 – Most experiences will disappear

When Steve Jobs envisioned the ground-breaking iPod, he famously demanded to never be more than three clicks away from a song. As Jobs saw it, fewer interactions with the product, not more, was the key to a great customer experience.

Fast-forward twenty years to a Spotify-connected smart speaker equipped with five years of listening history, and three clicks have been reduced to zero. With the help of sophisticated technology working in the background, the experience of choosing music has become seamless to the point of almost escaping notice.

And what is happening in music is increasingly happening everywhere. From cars that automatically detect when service is needed, to self-replenishing spare parts, smart lightning or AI-powered robo-investors, businesses regardless of industry are finding that layering data and connectivity on top of products and services fundamentally changes the nature of customer interaction.

For tomorrow's connected enterprises, the accelerating transition to a smart and data rich world will bring about a seismic shift in CX philosophy. Rather than asking 'How can we create great experiences for our customers', the question becomes how to best use data and technology to remove the need for experiences in the first place.

“For us it is absolutely crucial that the entire organization grasps what customers actually desire, and the importance of this is emphasised in our leadership model. It paves the way for more informed decisions on a local level and makes us more able to develop relevant ideas for the future.”

VICTORIA STRAND
VICE MANAGER LEADERSHIP STORA ENSO

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This article is part of our report: 12 predictions for Tomorrow's Connected Enterprise read the rest of the predictions here:

Tomorrow's Connected Enterprise