Experience Architecture: The Secret Sauce of Effective Customer Engagement

Customerland

Ever wondered how a company can craft a customer experience that feels not just personalized, but completely holistic too? Spoiler alert: it’s all about understanding the internal operations of an organization and fostering an ongoing dialogue between business and technology. This is the fascinating world of experience architecture in marketing technology that we'll be unpacking in our latest episode.
Mishel Justesen, DCX Principal, Marketing Technology at Capgemini, guides us through the maze of the customer journey and the technology stack, offering insights into the vital role of relationship building and politics in achieving this. And if you've ever struggled to effectively communicate the importance of experience architecture to different stakeholders, we’ll help you get your message across, harmonizing the technology, cultural, and conceptual elements involved.
Whether it’s finding the right language for effective communication within a marketing team, or exploring the potential of changing incentives as a tool, we've got you covered. Plus, we’ll reveal the correlation between a successful employee experience and an outstanding customer experience. Finally, we’ll discuss how relationship-building and ongoing dialogue between business and technology, with experience architecture as the common ground, can enhance the customer experience. Buckle up and join us on this thrilling journey through the landscape of marketing technology.

Chapters

1. Exploring Experience Architecture in Marketing Technology (00:00:00)

2. Bridging Business and Technology Challenges (00:09:55)

3. Understanding and Explaining Experience Architecture (00:21:11)

4. Marketing and CX Challenges & Considerations (00:28:16)

5. Continuing the Conversation on Experience Architecture (00:40:44)