Innovation is about connecting the dots and solving human problems. Without context or story, this will not have ROI. The starting point for any experience-design program is knowing the DNA of the brand and the customers it serves. Just ask Kambiz Hemati, VP, Customer Experience & Environments at American Eagle Outfitters, whose impressive career has put him in the middle of the action with big brands like Foot Locker, Nike, and Starbucks. Twenty years of experience design, focused on innovation and visual aesthetics, have taken him on a journey designed to transform how we shop and the way we live. Kambiz offers a deep look with Liliana Petrova into: why taking care of associates is fundamental to the customer experience, the value of understanding that not all customers are on the same level, why you must look beyond your narrow competition design and seek inspiration in a broader context and across industries, how reiterations, trials and the willingness to accept that half of what you do won't work is key to experience design today, and the importance of creating a holistic experience through all channels, connecting the physical store with the website so that they introduce and complement each other.

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Customers are always paying attention -- you can’t miss a beat. There’s nowhere that’s more true than with an institution of higher learning, where students are both customers and residents. So setting a standard for student experience is paramount for leadership. Just ask Miguel Martinez-Saenz, President of St. Francis College in Brooklyn NY (of which Liliana Petrova happens to also be an alumna). Miguel shares with Liliana: why, as a leader, Miguel has a zero-tolerance policy for disrespect of front line employees, and believes in setting the right standard for how others interact with each other in the communities he creates; understanding because not all students are the same, a hybrid model of in-person and online services is necessary; the importance of service to others, and what it really means to being lucky; and, how Miguel and his team have led the college through the pandemic without missing beat of attention to customer experience

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The life-cycle of a customer is the exact map brands need to create strategic experiences which create lifetime value for customers. Understanding where they’ve been, and where they are likely to go, are two critical building blocks for customer experience design. But also vital is leadership which spends time in the field to understand the customer’s needs, 360-communication across teams, and having buy-in from leadership in charge of the purse-strings. Michael Williams, Senior V.P. of One Vanderbilt, one of the biggest buildings in NYC both in height and level of customer experience. Michael delivers big thoughts, and big value on: how getting insights from the wrong audience can be valuable; why fan experiences such as in sporting events offer unique challenges; building driveway-to-driveway experiences; a powerful example of experience done right from Disney; and why asking a question about your CFO’s car can unlock the checkbook.

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