Mildberry brand building solutions

Mildberry and Market Experts Discussion at CX World Forum

Customer Experience Evolution: Mildberry and Market Experts Discussion at CX World Forum

On April 18, 2017 in Moscow, as part of Customer Experience World Forum 2017, a discussion panel was held on the topic of evolution of customer experience in the context of continuous technological progress. The discussion was facilitated by Mildberry and involved leading Russian marketing professionals.

Has the concept of customer experience changed over the years of its existence? What does it mean for companies to build customer experience nowadays, and how do today’s challenges change the approach to customer experience management? Is it possible to implement customer experience projects and build customer-centred experience without global transformations in business? Could design thinking become the solution here? These and other questions were raised at the panel discussion between Oleg Beriev (Managing Partner, Mildberry), Maxim Perevezentsev (Customer Relations Director, LinkedIn), Arsen Dallakyan (Behaviour Marketing Expert and Consumer Behaviour Consultant), Dmitry Satin (USABILITYLAB), and Irina Baranova (INEX.Partners).

Oleg Beriev began the discussion saying, “Customer experience has existed since people started buying and selling; however people began talking about customer experience the way we understand it today only with the dawning of the digital age. Digital progress covering global markets at a fast pace has changed the consumers, their behaviour, expectations, loyalty algorithms and, consequently, compelled brands to revise their approach to communication with consumers. While the consumer path used to look like a classic sequence known to all marketing experts, nowadays it has evolved into a chaotic collection of short sections. In order to track, analyse, accompany, and meet the needs of a contemporary buyer, businesses must undergo a drastic transformation. They need to become mobile, flexible and very fast, which means becoming agile.”

How can it be done, and are businesses ready for the global transformation? According to Arsen Dallakyan, in the Russian market many companies still exist in a certain internal corporate vacuum where the main value is the brand and the business idea, not the consumer.

“How can a customer-centred trend be formed?” he asked his colleagues.

Irina Baranova suggested that one of the solutions here may be an internal corporate redistribution of responsibilities, in particular, making Customer Experience Officers directly accountable to the head of the company. Another option is to introduce design thinking as part of the innovative strategy of the company — there have been successful examples of this in global practice, she noted.

Dmitry Satin expressed his concern that though the market had high hopes for design thinking, yet as a result, it may just turn out to be another illusion. However, the speakers all agreed that it was too early to judge about the effectiveness of design thinking yet — the tool had not been sufficiently studied and had not had a chance to prove itself in the Russian market yet.

Each of the speakers had something to say about the illusions that contemporary businesses entertain: Oleg Beriev and Dmitry Satin talked about false ideas that brands have about their consumers and about their unwillingness to really get to know their target audience; Arsen Dallakyan talked about illusory values; Maxim Perevezentsev — about the underestimated role of sales managers in building the brand’s reputation; Irina Baranova — about the erroneously narrow perception of design thinking as a sequence of mandatory steps to solve a practical task.