PwC Creates Memorable Customer Experiences with BXT Method

View it through one lens and make incremental change. View it through multiple lenses and transform your business. That is the mantra for PricewaterhouseCoopers (PwC) and its innovative BXT Method, which lies at the intersection of business, experience, and technology.

PwC officials believe that successful companies will focus on business excellence, design orientation, and technological prowess. Bringing these three elements together can give a company the strategic knowledge to transform its business, the imagination to create memorable customer experiences, and the skill to deliver the technology that brings it all together.

Rik Reppe, customer experience strategy leader, PwC, and PWC Chief Creative Officer Juan Carlos Morales discussed the BXT Method during their session, “Partner Presentation: BXT – The Three Pillars of Success in the Digital Age,” at the recent Forrester CXSF 2016 Conference.

“It’s a new way of working together to create great experiences,” Reppe said.

Change is a constant variable, Reppe explained, that should be accounted for, but “almost none of us has fundamentally changed our operating models or organizational structures to deliver on the change we lament on a daily basis. PwC is not exactly known for being a nimble and innovative company, and yet, we decided we needed to challenge ourselves to take advantage of a significant market opportunity that we saw.”

Brands need to understand human behavior, Reppe said.

“PwC is more than 100 years old and we have had a model that has served us very well over a century, but the needs of our customers have changed drastically,” he explained. “It was transactional-oriented, not customer-oriented. We have an entirely new business models that truly transforms us. We look at these challenges through a different perspective. The thing that’s new is the way we, as consumers, expect to consume that information.”

Morales, a former graffiti artist, said the company needed a fresh perspective.

“We didn’t have a structure built for that and we were very structured in departments,” Morales said. “We have to find a better way to collaborate. We have to really stop taking the same expected route to get to those unexpected ideas. To be successful, we really need to work on these problems simultaneously.”

With the BXT Method, Reppe said, everything has to be useful and there has to be a business reason for it to exist.

“It has to be feasible and the technology has to enable it and make it possible,” he explained. “It also has to be desirable, human, and fun. When you bring those things together, you come up with solutions that truly transform industries. When you take components out, you can still do something good, but it’s incremental.”

Be diverse, be innovative, be creative, but still know your business. That all encompasses the slogan “harness the power of perspective.”

Reppe said people must be treated differently.

“That was one of the things that got in the way of us being truly collaborative,” he explained. Once we broke it down and looked at skill sets, we were able to star making things that fundamentally raised the bar in terms of quality of what we were producing.”

At PwC, officials keep project teams small.

“It forced them to wear multiple hats,” Morales said. “We also found project time decreased twenty percent by using fewer people.”

Reppe said that The Rolling Stones didn’t write songs with 48 people in the room; they did it with five.

“We created a sandbox and we forced them to work together day in and day out,” he said. “We found that the results showed we started solving the right problems. They were more grounded, more impactful, and more effective.”

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