The Future of CX — TrendWatching X Else

31 July 2017 Published on

The Future of CX — TrendWatching X Else

TrendWatching present the emerging trends in CX and Else explore how they can be applied in practice.

In its debut quarterly event, ‘The Future of CX’ was both a celebration and a provocation to individuals and companies building compelling real world experiences for their users.

Else, in partnership with TrendWatching, hosted an event on Thursday evening (27th June) last week, to bring together client-side innovators defining the future of customer experience in their industries. Representatives from a number of bluechip companies, including Shell, UBS, Unilever, Jaguar Land Rover, Nationwide, Ipsos Mori and The AA, descended on Wapping to listen to talks and discuss the emerging trends and approaches to dealing with them.

The evening kicked off with a talk from TrendWatching’s Henry Mason, who presented the latest trends.

Henry, author of ‘Trend-Driven Innovation’, talked about the ideas of Seizing Customer Attention and Saving Customer Time and demonstrated a selection of opportunities that had been exploited by a variety of companies.


Warren, Founder of Else, then expanded on the application of the Seize and Save concepts, as a way of thinking that enables businesses to make sense of macro trends in relation to their products and services.


“You are being measured against the last great experience someone had. It might not even be a competitor or even in the same industry.”

Warren highlighted Else’s six key considerations for designing compelling customer experiences, before unpacking each one:


  1. Experience Takeaways – A way of defining how you want someone to feel as a consequence of using your product and service.
  2. Holistic Experience – Consider the big picture — the end-to-end customer experience across Attract, Engage and Evolve.
  3. Ownable Moments – The genuine moments that disrupt attention and deliver a positive feeling about your brand and a benefit to the user.
  4. Experience Versioning — Designing the first use and nth use experience and what the end point feels like.
  5. Behavioural Change — You can’t just design a new experience and expect someone to repeatedly use it. Creating new habits, and sustaining those habits, needs designing into the system.
  6. Experience Value — Measuring the value of the experience and its impact on the business, across Customer Satisfaction, Revenue and Operational Efficiency.

Attention saving features become hidden to the customer; they set new expectations that become the norm, almost functional like. Whereas when you look at how you seize attention at any moment in the customer life-cycle, they become the own-able moments. The moments that become memorable and drive customer loyalty and continued engagement.

A panel discussion then saw Olivia Salisbury of T.Rowe Price and Shane Williams of UBS SmartWealth talk openly about the challenges they faced creating new products and services in their own business environments. They touched on how they measured effectiveness and how they actively adapt, based on client feedback.


The party went on into the evening, as the odd beverage gave way to the beginning of new conversations. A worthwhile event for all involved. We’re already looking forward to the next one!

Thanks to everyone who attended. If you’d like to come to the next one, please email us and we’ll add you to the invite list.

Also published on Medium.

16 December 2018 / 10:20 PM
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