How to succeed in the experience economy

Businesses that want to be successful need to view CX and EX as aspects of a complete experience strategy

To remain competitive today, businesses need to develop a complete user experience strategy.

The past 18 months have been a wake-up call for many.

Unprecedented events like the pandemic have a way of reminding us of what’s truly important, changing how we think about things, and giving us an opportunity – as well as a reason – to shift our priorities.

Businesses across the world are experiencing something very similar. The pandemic has served as a great leveller. Whether digital leader or laggard pre-COVID, all organisations must now find a way to maintain the pace of digitisation in order to adapt and respond to fast-changing business conditions, customer expectations, and employee demands.

And there’s little time for pondering. To keep up and stay competitive, businesses need to create applications, processes, and digital workflows that improve productivity, agility, and enterprise experiences across the board. And they need to do it fast.

All about experience

While the destination is the same, every business will have its own individual roadmap for change. That being said, there are some crucial errors to be avoided.

Perhaps the most unexpected of these is focusing exclusively on customer experience (CX). The customer will always be king, but focusing solely on keeping your customers happy is misguided, and may well lead to organisations disregarding the needs of employees, their most valuable asset.

At the end of the day, it’s your employees who roll out your CX strategy – so the experience (EX) you shape for them is equally important. This is borne out in the stats, too: companies with highly engaged employees report 20% more in sales, according to Gallup research.

The pandemic has served as a great leveller.

For this reason, businesses that want to be successful need to stop considering CX and EX individually, and instead as interlinked aspects of a complete experience strategy.

The key is to develop a strong user experience (UX) that encompasses the needs of both customers and employees – improving your UX by getting rid of outdated and inefficient tools and processes, and adopting integrated digital workflows throughout your business to better support CX and EX initiatives.

It sounds simple. But what might that look like in practice?

Low-code opportunities

Low-code development is just one example of how businesses can better harness existing resources to streamline UX.

Low code/no code development allows users of all abilities to create bespoke solutions that perfectly match their needs, simply by dragging and dropping components within the relevant app. It puts digital workflows and other powerful tools right in the hands of the end-user – rather than having them rely on overstretched IT teams – and gives them the ability to solve their own inefficiencies and power their own transformation.

By democratising the development processes through low code/no code capabilities – and empowering employees to become citizen developers – businesses stand to gain a considerable growth advantage.

20%

increase in sales at companies with highly engaged employees

Removing the complexity of coding allows teams to build modern business apps that serve employee and customer needs alike, improving experiences and enabling quick change when needed. And by automating manual or mundane business processes as digital workflows, your employees are able to spend more time and energy on what they do best.

In the short term, low-code development allows you to optimise existing digital investments for immediate wins. In the long term, it empowers you to accelerate your journey to becoming an enterprise of the future.

Discover the world of user experience for yourself

We at ServiceNow are proud to be helping customers and partners across a range of different sectors transform user experience right now – from Accenture to Baloise, DB Systel, Qlik, Rema 1000, and The Francis Crick Institute. They operate in very different fields, but they all share a desire to remove barriers to innovation, unlock productivity, and deliver great experiences for all users.

[Read also: The app economy drives user experience]

You can find out much more about how we’re helping these businesses in the rest of this guide, which we’ve created to show you just how low code/no code technologies are enabling better experiences – and, ultimately, more productive and profitable businesses.

We hope you enjoy the read.