T H E D I G I T A L A G E

A time of significant transformation in customer experiences and

business models

U N D E R S T A N D

C U S T O M E R N E E D S

I N - T H E - M O M E N T

“Above all else,

align with customers.

Win when they win.

Win only when they win.”

Jeff Bezos, Amazon

Title Text

NO MATTER WHAT BUSINESS YOU’RE IN,

YOU’RE A SOFTWARE DEVELOPER

I N T E R N A L E X T E R N A L

D I S T R U P T I O N D I S R U P T I O N

Fundamentally rethink the

business from within, but

leverage corporate assets and

incumbent’s advantages.

Grow a culture of innovation

and attract digital/tech talent.

Tap into external resources

creating cross-fertilisation

initiatives.

Focus on startup programs,

partnerships and acquisitions.

D I S R U P T Y O U R B U S I N E S S B E F O R E S O M E O N E E L S E D O E S

BRAND EXPER IENCE TRANSFORMATION FRAMEWORK

CUSTOMER-FAC ING D IMENS ION ORGANISAT IONAL C APAB I L IT I ES

Gratification

RegretNo regrets

BrandHonesty

Gratification

Inclusiveness Regret

Engagement & storytelling

Brand Experience Assessment

Customer Centric

Capabilities

FulfilmentGratification Integrated

CEM

Commitment to Customer

Data Driven Customisation

Business Impact

Business leadership & accountability

BRAND HONESTY CONVEY A SENSE OF RELIABILITY, TRUST AND SECURITY

GRATIFICATION FOSTER AMUSEMENT AND PLEASURE

INCLUSIVENESS ESTABLISH RELATIONSHIPS AND A SENSE OF BELONGING

FULFILMENT ENHANCE CUSTOMER’S PERCEIVED VALUE

LACK OF REGRET REDUCE THE SENSE OF DISAPPOINTMENT

Source: AKQA & SDA Bocconi

w e m e a s u r e t h e p e r f o r m a n c e o f b r a n d e x p e r i e n c e s

Volvo

T H E F U T U R E O F D R I V I N G

The future inspires us. We work to inspire.