The adoption of mobile devices into our lives and the emergence of systems that go far ‘beyond apps’, has created an innovation wave that changes the way we engage with organizations. We expect them to be in sync with our digital behavior, creating the ultimate user experience: customized, context-specific, task-oriented, elegantly designed and downright fun to use.

“We shape our technologies and afterwards our technologies shape us”.
According to the famous words of Winston Churchill, we already saw it coming for some time. But ever since the introduction of the iPhone in 2007, our information behavior has changed in a tremendous pace. On average we take our mobile device out of our pocket 160 times a day. We expect ubiquitous connectivity and immediate answers to any question or demand we have. We use brilliantly designed apps – true objects of desire – that are fully optimized for the task that we want to accomplish. The sensors in the device detect much of our specific context in addition to our geographic location. Furthermore, the device is aware of our identity and will share it with the outside world if that is required for success.
Many organizations think that this wave of mobile devices and apps is very similar to the wave of the web a decade earlier. Mobile commerce is the same as web-commerce, only on a smaller screen, right?
Well, not quite.
Mobile means much more than just an additional channel.  It requires a dramatically different organizational mindset to meet the expectations of the digital customer. Processes and data have to be tuned to make an instant response possible, based on real-time insights. Employees must have technology available that at least matches that of their customers. The focus of organizations has to be on creating the ultimate customer experience: a true You Experience that is fully customized not only to the individual, but also to the situation that she is in. An experience that creatively builds on the available technology in the era of No Keyboard and the digitally augmented ‘Me’. An experience that is immediate and that exactly accomplishes the task. An experience that leverages relevant data, whatever structure, wherever it comes from.
What is true for the relation between organizations and their customers is also true for the relation between organizations and their employees. And it’s not only to stay at least in sync with the expectations of its customers, but also to have a workforce which likes to do its work in different ways at different places and at different times, all with superior results, a higher motivation and a much better work / life balance.
Welcome to the world of the You Experience. You’re in for a fascinating ride.

Your expert: Michiel Boreel 

Part of Capgemini’s TechnoVision 2015 update series. See the overview here.