The creator of the PwC experience center sandbox wants it to be the place where executives find Uber inside.
In meetings attended by leaders of many business units, not just IT or marketing, one of the goals is to go beyond brainstorming, at least start the shift from strategy to execution with a prototype or a pilot with a big idea.
"A lot of what we are proposing now does not exist in the market," said David Clark, chief experience officer and head of PwC andale PwC experience center, FL.
In order to get meaningful feedback on these ideas, the staff at the experience center must make them specific, he said.
"So we did some work in two to three days, and we finished it with the participation of our customers.
To this end, PwC has created a sandbox, an open space with large screens everywhere, movable walls, reconstructed classroom space, and an electronic workshop that manufactures equipment on demand, A 3D printer that improvise the shell for gadgets.
During my visit, the space included a model of a retail store where sensors on the shelves used intelligence gathered from past online shopping interactions to talk to shoppers mobile apps.
After a few weeks, the sandbox may be reconfigured to the emergency room or future doctor's office when healthcare customers visit.
Clark stressed that the mission of the experience center is not to create dazzling things.
Making an app or website should be a good starting point, but the app is not a total experience.
Creating a good customer experience or employee experience means thinking beyond the app.
A pleasant online shopping experience can be destroyed in a rush due to slow fulfillment of orders and customer service that is not responding.
The reason why Uber is often cited as a positive example is not so much the app it puts in the hands of consumers as recruiting drivers behind the scenes, tracking their locations and providing a convenient and reliable traffic experience.
If Uber doesn't put the right focus on the driver's mobile app, and behind all the numbers and humans, that won't work --the-
"The question I like to ask the ceo is, 'Who has these experiences? '
Where are the line items in your budget? ’” Clarke said.
From marketing to IT, to customer service, to logistics, IT is not clear that the total experience will easily fall out of the cracks.
That's why it's so important for customers of big companies to invite a wider range of cross-companies.
The functional leaders of their organization play in the sandbox and think about the experiences they provide to customers, employees and all the important groups.
"This is what it takes to deliver these wonderful experiences that really resonate," Clark said . ".
As a sample of work, he showed me some of the work his team has done for major hotel chains around the world, aiming to change when guests make requests for service, such as asking for more towels, what happened behind the scenes.
Today, even in the best hotels, it's a process of running over the phone and intercom.
This is not to say that there is no information system in the background, but how information is passed from one person to another.
This is one of the reasons why information is often miscommunicated, so the housekeeper or bell staff appear at your door with the wrong item and have to go back and get it right, or why the guest preferences recorded in the CRM system are not necessarily communicated to the front desk
Front-line employees who can use them to change the status quo. As a before-and-
After that, he showed me the current hotel information system-dense screens, a grid full of management information-in contrast to the eyes of his employees --
Capture desktop, tablet and mobile apps designed to make the most important information stand out.
"The idea of the hotel is that we can improve efficiency and customers will benefit," Clark said . ".
"If you look at the housekeeping app, we don't overload them-we just give them what they need to do next.
"What the housekeeper got today is a very basic printout of a spreadsheet, where the data may be there, but not real --
Time without priority.
He will compare how Uber offers drivers the opportunity to get their next fare in a digestible way, "Make them entrepreneurs.
"In another recent project, PwC applied gamification technology to redesign a CRM application for selling agricultural products such as animal feed, making the experience more attractive.
Clark proudly told me that the comment he got from a sales rep was "better than Candy Crush ".
He said it should be a wrong thread when the sales staff complain about their CRM system.
Why don't you like apps that bring you more sales?
I heard a similar view from PwC Digital Services leader Tom Puthiyamadam, who works with all the experience centers and coordinates their activities with the rest of the business.
"If your design experience is correct, there will be no adoption issues," he said . ".
"In my opinion, all the money we spend on change management should go away.
Puthiyamadam calls the sandbox "RFP killer" because a customer who gets a full immersion experience of creating a digital business concept and seeing tangible evidence of how it works is unlikely to look elsewhere for executive advice.
This is especially true when PwC successfully gets a high level of engagement from executives.
One of the first guests of sandbox was a gathering of more than a dozen CIOs-regional business leaders of a global company, they agreed to hold part of the annual meeting in the sandbox to rethink one way of their overall business.
So Puthiyamadam said he now has regular talks with the company's global CEO, who he has never met before this meeting.
After seeing the example of the Clark hotel, I couldn't help but ask a question about the underlying technology, think about how much the creators of the SAP Jam collaboration tool I wrote a few weeks ago wanted to be part of such a solution (
SAP happens to have Marriott as a customer of the software, just not in this customer service scenario).
"We tend to figure out first, what is the ideal experience?
Then, let's take a step back and figure out what the technology is to implement it?
"If we can make the icing on the cake attractive, then we can find other layers that make the cake better," he said . ".
Chris Curran, chief technician at the experience center, said it is part of his work to accept these concepts and help customers find out what is feasible to implement in their enterprise environment.
Sometimes IT means adapting to the platform bias of a particular enterprise IT vendor, such as SAP or Microsoft, he says, although in some cases, "Customers want to create a whole new bunch of things to get rid of the bonds that hold them. ".
The most fundamental thing about change, Curran says, is how businesses must look at new technologies.
Perhaps it was enough to have a relationship with several strategic suppliers and occasionally get advice from analysts, but now everything is moving faster, he said.
It may be controversial to have business leaders think about whether these issues really need to create a special space for the purpose of using a large number of large-screen displays, but one thing is, the experience center is taking its own advice-the sandbox itself is an experience.
"One of the reasons we did this is because it gives us more control-it's different from renting some crappy hotels at the airport," Brenna Mello said since BGT day, the manager of sandbox and The Official Guide of Clark.
Juan Carlos Morales said: "We need to show you that we are creating a great experience, not only for your customers, but also when we work with you . " Chief creative officer of the hallandale center, member of the global creative team.
One of his favorite examples is working with pizza chains.
The company already has a mobile app and is committed to simplifying the pizza ordering process-from eight steps on the desktop to five steps on the app.
Using the data collected by PwC's business consultants, designers found that people used the app to order the same thing as last time in 86% of the time-so, why not create a really good app?
Click "simple" to place an order?
Part of PwC's final abandonment of the concept is about a deeper business and cultural context, just like pizza is a food-friendly idea-what people do at the end of a long day, since they don't have time to cook, they may not want to think too hard about what to do when they have a standard order that is ripe to meet their families.
But this demo is not just conceptual, it also includes interviews with consumers who are willing to store their credit card information in the app if it saves them time for future purchases.
The design team then handed over a prototype to the executive at the pizza chain so they could play, and as a final boom, there was an employee dressed in pizza deliveryman's clothes and appeared at lunch.
The only problem: all the big pizza chains ended up launching one
Click order at about the same time.
However, this only emphasizes the view that only the idea can bring about a temporary advantage-the winning is the execution of excellence.
Also, you 'd better move quickly if you want to be a pioneer.
Back to his question-"who has this experience?
Clark came up with the answer: "The leader has this experience.
"Only in this way can the digital experience go beyond the digital and fundamentally change the way the Enterprise operates.