8MAY 2021IN MY OPINIONOver the past decade we've witnessed a wonderful evolution in how to evaluate the value and utility of what we build for our customers. Starting with User Experience (UX) and moving outward to Customer Experience (CX), those of us who build and communicate things have adopted an increasingly client-centric way of working. It's a great advancement, a powerful tool and one all marketers would benefit from internalizing and applying to their campaigns.But something equally transformative and vital has also become startlingly clear: The speed of our digital advancements is outpacing our capacity to adapt. Using techniques like Design Thinking and Agile Development and employing powerful development and communication platforms, we keep building better and better products... which is good but also brings additional challenges. People expect so much more from an algorithm than they do from a person on the phone or in a shop, and your competitive set extends well beyond your category. (How many of us appreciate being compared to Amazon, Tesla and Apple?)Here are the central questions: As interacting and transacting become more and more frictionless, faceless ARE YOU XPERIENCED? SAY HELLO TO THE NEW MARKETING CURRENCYBy Tim Rickards, Marketing Director, Activation and Engagement, Charles Schwab
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