The top 5 reasons decoupling your customer experience might be your best strategic decision |

Decoupling is a part of your journey to becoming product-centric

Products and platforms exist for every industry, and all claim to make building your customer experience easier, more cost effective, and seamless across digital channels. They offer rich data and infrastructure, as well as frontend or customer experience features. Working with well-established platforms can be beneficial for reducing your lead time to launch new customer experiences, with their solid infrastructure, strong security and data measures, and well-connected features.

However, relying solely on a one-size-fits-all use case often becomes restrictive for companies looking to differentiate in the market. The value proposition you bought soon becomes the reason your digital touchpoints with your customers look just like another company’s web experience or application, not one that’s as unique as your business.

What’s better is to combine the power of a platform product with a purpose-built customer experience. Decoupling your CX from the platform allows you to configure the experience to your customers, responding to market shifts and what you learn about your users, because your CX is completely configurable across all channels. Extracting the customer experience layer increases competitiveness in the market-a must for mature firms who are competing for market share.

Here are the top 5 reasons why your business should consider decoupling your CX (customer experience) in order to build custom:

1. You’ll fit your platform to your business goals

2. You’ll serve your customers better

3. You’ll improve capital efficiency

4. You’ll empower your teams

5. You’ll gain competitive advantage with a differentiated experience

Decoupling is a part of your journey to becoming product-centric, and can help you reap the benefits of moving from project to product.

Asking “build vs. buy” is the wrong question. Instead, ask yourself, ‘How do I mitigate the risk of missing the mark in creating customer value?” In building a lightweight customer experience layer that leverages your core platforms, you reduce both technology risk by owning your customer experience outside of the platform, and reduce business risk by creating high-value, differentiated customer experiences-the kind that are critical to customer acquisition and retention.

If the risk your business is trying to mitigate is the cost of custom software, you’re missing the point: The real risk is letting your customers down. Companies that decide to follow the traditional path with their digital product experience are focused on the wrong goal. Ensure you’re measuring the right risk. Talk to us.

Originally published at on March 23, 2021.

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