Embrace the Business of Experience at Nov. 10 SoCal Women’s Leadership
At the Nov. 10 SoCal Women’s Leadership Summit , presented by Women in Technology Hollywood (WiTH), Carrie Yury, group design director and research practice lead for design and innovation consultancy company Fjord, will share a message with attendees: nowadays, if you’re a brand, user experience (UX) and customer experience (CX) are no longer enough to connect with consumers.
Her presentation — “Beyond Customer Experience: Embracing the Business of Experience” — will show how the events of the past year-plus has upended consumer mindsets and behaviors, with people searching for things that embody more purpose and meaning in their lives. That means a brand’s vision now plays a crucial role in its growth.
“As we are sifting through these complex new territories of who we are and who we want to be, we are making choices based on shifting mindsets. And so understanding people’s mindsets is going to become a critical part of understanding and helping to deliver the business of experience,” Yury said.
“CX is optimizing customer touchpoint around product and service, but business experience (BX) expands that remit, going beyond channels and touchpoint to embrace operating, business, and delivery models, employee experience, purpose and values, innovation, and products and services. The ‘business of experience’ challenges companies to rethink how they work, operate, and what they do, and is fundamentally about solving for human needs around a purpose.“
Brands must now organize their whole business around the delivery of exceptional experiences, so that the experience becomes the business, she said. She’ll discuss this broader view of experience, and outline new frameworks that will enable organizations to frame the needs of customers, employees and partners to deliver exceptional value.
The SoCal Women’s Leadership Summit is designed to inform, engage, and inspire attendees, with a focus on diversity, leadership, and technology issues, especially as it relates to the effects of the pandemic.
The half-day, closed-door event runs from 8 a.m. to 2 p.m. PT, and will feature presentations and breakout sessions tackling the impact of bias, both human and algorithmic. The 2020 edition of the SoCal Women’s Leadership Summit saw more than 250 attendees, with more than 70 percent representing the media and entertainment industry and tech-adjacent companies.
Other sessions and presentations include:
• AI & Algorithmic Bias: Information Technology Ethics
• Considerations for Reducing Bias in Applying AI
• Changing the Game to Reduce Unconscious Bias
• Customer Experience: Leadership Through Design Thinking
• The Needs for Diversity Communities
Confirmed speakers include: Michele Spitz, voiceover artist, audio description narrator, and media accessibility advocate; Tobias Baer, consultant, coach and author of the book “Algorithmic Bias”; Christine Meinders, associate professor at the California Institute of the Arts and founder of Feminist.AI; Asia Brown with Microsoft and co-chair of DEI for the WiTH Foundation; and Gemi Bertran, CEO and founder of Nourish the Brain Institute.