Rajasekar Sukumar
Rajasekar Sukumar 12 September 2022

Evolving Experience: Transitioning from CX to PX

In the past, businesses gravitated towards user experience (UX) to improve consumers’ interaction with their products or services. Then, they transitioned towards customer experience (CX), paying attention to those making the purchase. Now it’s about more than just CX – it’s about PX (people experience).

Businesses need to see people where they once saw customers. That means it’s crucial to consider their interests and values to deliver the best experiences.

Consumers know what they want and don’t want from brands, and they are confident in choosing those they want to associate with. In order to adapt, brands need to enact a PX upgrade by adopting the right technologies for experiences that’ll deliver maximum value.

CX to PX – The Next Big Transition

PX has become more important as consumers voice concerns on a range of issues, whether it’s ESG, veganism, or other subjects that reflect their personal values.

For example, people are increasingly disassociating from brands which seem inattentive to the environment, which means they’ll need to adapt and incorporate sustainable technologies. With consumers proactively choosing brands rather than brands reaching out to consumers, it’s clear the traditional B2C approach needs to be rethought.

The rise of this more people-centered approach doesn’t mean customer experience is going away, but it is adapting to rapidly evolving public attitudes. Experiences are no longer just about the customer; they’re about their personal ecosystems and how these impact what they want from businesses.

By introducing PX, the customer journey will evolve to focus on everything, and everyone related to a person, as opposed to individuals in isolation.

The need to evolve experiences has already been acknowledged by business leaders across various sectors. At Persistent we were recently honoured to host Sarah Willingham as part of our CX World Tour, where she emphasised the need to generate experiences based on what the customer prefers:

“Historically, brands have always reached out to consumers. But now, it’s moved beyond the brands that shout the loudest getting the business. Consumers are so sure of what they want and don’t want from brands, they are confident in choosing those they want to associate with. It’s now much more about the C2B model than B2C with customers empowered and driven to reach out to the brands who directly share their values and to reject or ignore those who don't.”

In addition to a newfound focus on clients and consumers as people, businesses are seeking to deliver top class omni-channel experiences across all products and services, swift customer service and client onboarding, as well as more personalised engagement.

They also want to guarantee transparency, with no hidden features or fees, and build brand loyalty through reward schemes. Brands will need to adopt the right technologies to meet these requirements.

The Potential of Digital Building Blocks for PX

The growing prominence of PX means organisations need tech architectures that are more flexible, and better able to meet personal needs. This requires an approach based on the concept of a ‘digital building blocks’, where organisations implement, and swap technologies based on changing circumstances.

These nimble architectures translate to greater impact on customers, who will perceive the business as adaptable and more able to offer relevant experiences.

The virtual and immersive format of metaverse technologies is a great example of how CX is evolving. It lends itself to a people-focussed approach that is collaborative and inclusive, as in the case of products like Microsoft Teams, which is changing the way people collaborate at school, college or work.

The metaverse also stands to transform CX in healthcare, with virtual spaces being used to advance medical learning with the ability to remotely practice and perform surgeries.

Hospitals investing in this technology are also accessing world class surgeons and experts that otherwise need to be flown in. By improving training in this manner, providers stand to offer patients the best possible experiences and health outcomes.

Retailers will also benefit from metaverse integration. By introducing VR/AR technology, brands are affording new forms of product trialling that ensures customers will be satisfied with their purchase. Achieving this will improve customer loyalty, leading people to gravitate towards the brand.

In-store shopping once meant browsing for products of interest, but the advent of virtual spaces means customers can use detailed imaging tools where they’ll visualise themselves using the product. This applies in the case of home furnishers generating 3D models for previews of unit placements in homes, or luxury brands implementing Virtual Try On (VTO) solutions.

By pairing VR/AR with brick and mortar outlets, retailers can ensure that customers select products that turn out to be a good fit, while enabling them to experience the excitement of social interaction in-store.

How to Realise a PX Upgrade

CX is undergoing an irreversible transformation that stands to change business for the better. The progression towards PX represents the growing realisation that choosing who you do business with affects more than the individual or organisation. It affects society, the environment, and so much more.

That said, PX can be realised in a range of different ways, with different applications already in effect. This represents a challenge to all business, who’ll need to adopt new platforms carefully to ensure they offer the best experiences.

To make the right selections, it’s vital they seek the expertise of solutions partners, who are familiar with the PX landscape, and able to integrate cutting-edge solutions to generate outstanding results.

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