Your company has lost control of the customer experience. Learn to let go so you can move forward.

My wife and I thought we planned the perfect family vacation. Flights booked, resort reserved, Caribbean activities mapped out – all part of a dream getaway to the Dominican Republic. There was just one problem: We failed to consult our teenage children, who nearly rose up in revolt. Their ideal vacation? A staycation with their gaming consoles, questionable snacks and leaving the house as little as possible.?

What followed was a harsh lesson in the changing nature of experience design. Despite controlling the traditional elements – transportation, lodging, activities – we couldn't control the most crucial aspect: engagement. After watching our kids choose to stay in the hotel instead of enjoying the outdoors, we held an emergency family meeting to redesign the experience together.?

This personal wake-up call mirrors a seismic shift happening in customer experience across industries. The traditional model where companies control many aspects of the customer journey is becoming obsolete. Just as our carefully crafted vacation plans unraveled without buy-in from key stakeholders (our children), businesses are learning that today’s customers are increasingly becoming their own "experience designers," creating personalized interactions that suit their unique needs and preferences.?

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Shifting from owner to orchestrator of CX?

The forces reshaping customer experience – agentic AI, augmented and virtual reality channels, 3D printing, digital currency and new marketing paths like influencer collaborations– are complicating experience delivery. You may no longer own customer interactions outright, and instead should work with a network of contributors to meet customers where they are.?

This shift presents both challenges and opportunities for senior executives, and we work with companies where understanding and adapting to these forces range widely. In our ongoing conversations, we’ve found there are three actions you can take to help navigate this new landscape effectively:?

• Map the ecosystem: Understand the contributors that influence your customer experiences. By identifying key players and defining their roles, you can better align resources, processes and collaborations to enhance the broader experience.?
• Focus on orchestration: Shift your mindset from owning the customer journey to orchestrating it. Collaborate with external stakeholders and empower key roles that influence experiences. By focusing on influence instead of control, you can better adapt to shifting customer expectations.?
• Measure performance strategically: Focus on the impact of each role in customer experience. A data-driven approach can help you prioritize where to invest resources and make informed decisions about strategic collaborations and role allocation.?

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How are you evolving your experience mindset??

Change isn’t easy, but by embracing orchestration over ownership your business can remain relevant and valuable. My colleagues Roberto Hernandez , John Swadener , Steve Norman , Matthew Rupas , Vince Srejma and I continue to explore this critical shift, and we look forward to sharing deeper insights and specific advice soon.?

But let’s hear from you. How are you meeting customers where they are and delivering smoother, unique experiences? What are you doing to move from owning each touchpoint to orchestrating a meaningful, valuable end-to-end experience for your customers??