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Interview with Phase 5's Arnie Guha Makes 360 Magazine's Top 10 List

We are thrilled to share that the article "Why the CX and UX Silos Need to be Broken to Deliver Better Experiences" has been selected as #2 in the 10 Must-Read Stories from 360's First 100 Newsletters. The article (written by 360 Magazine Founder, Shane Shick) is based on interviews with industry experts, including Phase 5 Partner and Head of Experience Strategy & Design Arnie Guha. It explores similarities & differences between the concepts of UX and CX, and addresses the increasing need for CX and UX to become more "intertwined". 

In his explanation of how the top 10 were selected, Shick describes the articles as stories "which taught me the most and which I feel would be valuable to CX practitioners at every level." We're pleased to be included, and couldn't agree more in terms of the relevance and importance of the topic at this particular moment in time.

In fact, holistic experience management was also the topic of a recent presentation delivered by Guha for the Insights Association X Event. Said he, "We work with many large corporations, and a recurring theme we see is the challenge of creating a unified experience for the customer across various transactions, services, business lines, and/or regions."

In the 360 article, Guha points out how the current digital transformation requires organizations to create user experiences that are accessible to a wider audience, including customers and those who serve customers directly. They should also be a balance of automated tools/interfaces and human interaction, informed by customer needs and behaviours. As Guha states, "human-centered design thinking lies at the heart of it". 

You can read the complete article here, and see the other 9 stories from Shick's Top 10 list here. To discuss how your organization can break the UX and CX silos to become more customer-centric, contact us. 

Written by Stephan Sigaud

Stephan Sigaud, MBA, is Phase 5’s EVP of Marketing. Stephan is passionate about partnering with clients to address their challenges and opportunities around customer centricity. Stephan has more than 25 years’ experience in Market Research and Customer Loyalty and Experience and is a Board Director of the Insights Association. He has also been volunteering with the Customer Experience Professionals Association (as past Chair of the CXPA Toronto Network) and the Canadian Marketing Association (as member of the Leaders Network and past co-Chair of the CMA CX Council).