Uncovering the foundational habits of a customer experience brand

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Abstract: Corporations are very eager to create a brand through their customers’ experiences. Much emphasis is currently placed on delighting the customer through experience mapping and journey optimisation. There exist, however, deeper foundational elements and habits that demand attention from employees at all levels of the business. Left to external brand exercises, and ignoring foundational habits, the brands will erode. This paper highlights two foundational habits: first, the ability of anyone in the organisation to uncover, solve and delight the customer by removing pain points; second, the ability for anyone in the organisation to be heard and understood through their own ideas to solve inherent challenges facing the market or the company.

Keywords: pain points, idea management, branding, business transformation

Mohan Nair is senior vice president and chief innovation officer at Cambia Health Solutions, a US$9bn health solutions family of companies. His role is to enable innovation and transformation across the enterprise, accelerating solutions whenever called for, and designing and building new businesses with his team Innovation Force. The author of three books of performance management and business transformation, most recently Strategic Business Transformation (Wiley & Sons, 2011), he has taught as Adjunct Professor of Business at the JL Kellogg School of Management, Chicago (executive education).