Companies are pushing past conventional customer experience (CX) philosophy towards a more holistic customer-centric strategy called the “business of experience” (BX) – an approach centred, says Accenture Interactive’s Flaviano Faleiro, on delivering exceptional experiences that respond to customers’ frequently changing needs.

Why it matters

As the industry moves away from trying to sell products people don’t want, to analysing data to fulfil unmet needs, the business of experience or BX uses data to reinvent a product or service to create something meaningful and solve human needs around a purpose.

Key insights

• The new reality forces businesses to deliver experiences that...