Reading BusinessWeek online the other day I came across a thoughtful post by Bruce Nussbaum on Customer Experience Management. In it, he suggested that the Customer Experience should, nay, is giving way to Customer Identity.
Experience he suggests is a rather passive concept. The customer experiences whatever the company has laid out for them. In the absence of purposeful customer-diven experience design, that just doesn’t exist in most companies, he is probably right.
Identity on the other hand is an active concept. The customer reinforces his own identify in the experiences he chooses to consume and the way he consumes them. Just look at the way most parents just use mobile phones to call and text, compared to the way most teens use them to create their own identity, to get an idea of the basic difference.
Some companies are helping bridge this experience-identify gap through their efforts to bring customers inside the company to co-create value together. But these companies are still in the minority.
What do you think?
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Graham Hill
