Digital Workplace Blog

The Customer Experience Center Opportunity

Posted by Tom Blenkin

Long-term relationships with customers are built on a foundation of trust, fostered by clients’ believing that you have their best interests at heart. This can be accomplished by helping them stay on top of the latest tech trends that drive business and bring value to their organizations.

A compelling way to put this into practice is to help your customers transform their tired executive briefing centers (EBC) into new customer experience centers (CEC). A CEC can provide the opportunity to impress, engage and reinforce the elements that set the customer apart from its competitors.

But what are the key differences between the EBCs of a few years ago and today’s CECs?

The most distinguishing factor is that EBCs were originally built for presentations and didn’t lend themselves to the concept of true collaboration. They were theater-style meeting rooms where salespeople and high-level executives could conduct classic “dog and pony show” for top prospects and customers. However, expectations have changed – customers no longer want to simply be talked at, instead, they want an immersive buying experience. With this in mind, CECs are now used to enhance meeting preparation, client delivery and provide a persistent experience for post-meeting actions and follow-up.

As part of this shift, many large enterprises, including Cisco, Wipro, Sprint, and AT&T, are now touting new CEC environments.

Here are some of the key features that are finding their way into the modern CEC:

  • Agnostic technology. Enterprises cannot afford to get locked into one platform or application. Today’s EBCs must leverage existing IT infrastructures, allowing companies to maximize their technology investments.
  • Supersized screens and video walls. With smaller screens, you can only view one piece of information at a time. This can prevent users from seeing the big picture. Large screens allow multiple types of content to be viewed on the screen at once, helping participants to derive actionable insights and accelerate decision-making.
  • Digitized content. Whereas the EBCs of the past featured projectors that a user would connect to a laptop, the new CECs digitize meeting content, including video, office documents, data, and digital whiteboards, and store it in a secure cloud. Not only can you leverage these assets going forward, but you can also access the content remotely.
  • Interactive displays. Presentations are passive experiences, with one person talking and another listening. New CECs give all participants the ability to bring up web pages, move content around on the screen, annotate, and use a digital whiteboard together in real-time. This improves retention, fosters conversations, and leaves a lasting connection with

Helping enterprise customers upgrade their EBCs to become effective CECs is an effective way to move the needle – for you and for them. It can also present an excellent opportunity to encourage customers to exploit the latest technology and conduct a hardware refresh.

This blog was reprinted from a post originally appearing on the AV Interactive website ( Some spelling conventions have been updated for a US audience.

Topics: Digital Workplace, Customer Experience Centers, Executive Briefing Centers

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