Why is "Getting the Entire Job Done on a Single Platform" so Important for Customer Experience?

I probably won't be confirming your perspective on customer experience in this post 😏

As someone who has been around since the emergence of CRM, I've seen a lot of definitions. Too many definitions. Definitions that range from technology components to some sort of "strategy." Most of these definitions have been developed around the perspective of companies (even customer-centricity), and I'm sad to report that the current iteration of concepts, “isms” and economies hasn’t really moved the ball forward, in my opinion. For all the talk about the customer over the years, has anything really changed beyond the terms we use?

Consider the outside-in process camp. They felt that they had the answer to customer-centricity. The theory is that if you evaluate your processes from the customer's perspective and work backwards you would miraculously become customer-centric by eliminating steps and activities in the consumption journeys customers don't value. What we've learned is that this is nothing more than what the Lean world has been doing for decades as a form of continuous im…