{"id":5134,"date":"2022-06-01T20:36:32","date_gmt":"2022-06-01T20:36:32","guid":{"rendered":"https:\/\/www.horsesforsources.com\/?p=5134"},"modified":"2025-03-13T12:13:51","modified_gmt":"2025-03-13T12:13:51","slug":"abby-godee-talks-to-hfs_060122","status":"publish","type":"post","link":"https:\/\/www.horsesforsources.com\/abby-godee-talks-to-hfs_060122\/","title":{"rendered":"Get ready to experience the Chief Experience Officer… meet Abby Godee"},"content":{"rendered":"

We’ve talked a lot about the shift to the full-on digital workplace, and now we’re in this “phygital” purgatory where we’re trying to find the right balance between the delights and convenience of digital with the real-world excitement and empathy of engaging with real people in real physical settings again.<\/em><\/p>\n

Publicis Sapient is driving this new era of physical\/digital experiences for major enterprises<\/h2>\n

This is driving a dire need for partners who can really address this balance right across our customer lifecycles.\u00a0 And when we look at the changing needs of enterprises to engage their customers with experiences that will create new business opportunities for them, create new data assets, or disrupt stagnating business models from the pre-Covid era, we are seeing some digital experience firms taking this head-on with innovative skillsets to help them.<\/p>\n

One firm that is now past the $10bn mark and really making its name for enmeshing advertising with digital tech design and execution is Publicis Sapient<\/a>, which represents the is the digital transformation hub of advertising giant Publicis Groupe.\u00a0 The company really is unique in this world of designing and executing blended digital\/physical experiences, so let’s dig into this some more…<\/p>\n

\"\"<\/a><\/p>\n

Enter the new CXO… the Chief Experience Officer<\/h2>\n

HFS Research Leader, Melissa O’Brien<\/a> (pictured top right) got time with Publicis Sapient’s new Chief Experience Officer, Abby Godee<\/a> (pictured top left), who joined recently from Deloitte Digital where she led the firm’s Customer Strategy, Design and Innovation team… Over to you, Melissa:<\/p>\n

As we hurtle toward our new OneEcosystem<\/a> reality, experience is king.\u00a0 As such, many companies are taking a call to put one person in charge of all things experience<\/em>. Enter the CXO.\u00a0 I met my first CXO at a Genesys event in 2011 and was thrilled to hear about how these custodians of experience were cultivating experiences across enterprise stakeholders.\u00a0 But back then the world was a lot different and more \u2026. well, physical.\u00a0 Now as we grapple with this new \u201cphygital\u201d reality, creating experiences that blend remote and bricks and mortar seamlessly, where people are eager for real connection yet weary of endless Zoom calls are so important.\u00a0 Now we need real leadership that understands human needs and wants and aims to develop experiences, digital and physical ones, on a very human level.<\/p>\n

There\u2019s no time like the present to create and invest in roles like this, now when we are more in need of genuine <\/em>engagement and strong leadership, and we have found that diversity of all kinds is critical to success.\u00a0 Abby Godee (see profile<\/a>), 3 months in at Publicis Sapient and bringing a tremendous background of experience design, shed some real light on what it means to be a CXO in 2022, and her vision for enabling experiences for Publicis Sapient\u2019s employees, customers, and the greater community.<\/p>\n

Melissa O’Brien, Research Leader, HFS: <\/strong>Abby, the CXO role is still relatively a new one but is rapidly maturing.\u00a0 What is a CXO?\u00a0 Can you tell us what it entails, and the vision Publicis Sapient has for you?<\/span><\/p>\n

Abbye Godee, Chief Experience Officer, Publicis Sapient:\u00a0<\/strong> It depends on the maturity of the organization, Melissa. Publicis Sapient has been in the experience business for many years, it gives me the opportunity for my role to be more expansive.\u00a0 At Sapient my role is about strengthening and scaling the impact of experience.\u00a0 There are traditional design capabilities like UX, product design and other core capabilities, but we also have strong design strategy and CX strategy.\u00a0 So it dovetails into transformation strategy on one end of the spectrum and on tech execution and platform execution on the other end. My role is to guide the impact experience can have.\u00a0 We are ensuring our approach to technology is not just best in class but informed by human needs.\u00a0 I see my role as being the custodian of the human in experiences.\u00a0 I don\u2019t think we design experiences; we design the opportunity for people to have great experiences.\u00a0 It\u2019s up to us to deeply understand our employees, our partners, the patients, the citizens and so forth, so we can design ways for them to have the right experiences.\u00a0 You have to embrace skills way beyond core design skills to enable that.<\/p>\n

Melissa: <\/strong>Can you share some of your background with us, Abby, and what do you consider to be your greatest influence?<\/span><\/p>\n

Abby:<\/strong> My educational background is in cultural anthropology and that has always informed my approach. I studied design and was art minor, and can design my share of products, but what\u2019s always driven me is \u201cwhy do people do what we do?\u201d So there\u2019s a lot of overlap with behavioral design.\u00a0 I worked at Smart Design where we were busy designing products like OXO kitchen products, which were designed to be really good with people with arthritis and manual dexterity issues.\u00a0 Those kind of early experiences have informed the way I approach my roles.<\/p>\n

No matter how complex technology makes our world you have to do the basics- what are the jobs to be done, things people do to feel fulfilled and happy, to build trust\u2026 keeping human at the heart of it.\u00a0\u00a0 Moving beyond kitchen products into advanced technology it seems complex some times.\u00a0 But our needs haven\u2019t got that much more complex, we still have the same basic human needs \u2013 you have to be grounded in that.\u00a0 Understand the complexity but bring it back to what people need to be successful is what has been my greatest influence.<\/p>\n

Melissa:<\/strong> So what enticed you to Publicis Sapient?<\/span><\/p>\n

Abby:<\/strong> I joined because of all the companies focused on digital transformation, in my conversations with CEO Nigel Vaz<\/a> I heard the laser-sharp experience focus.\u00a0 He said we not trying to be everything to everyone, we are about digital business transformation.\u00a0 The clarity he articulates about building capabilities around \u201cSPEED\u201d\u2014strategy product experience engineering and data — that is our toolkit.\u00a0 Publicis Sapient takes experience very seriously.\u00a0 Nigel asked me to work across these capabilities, connect dots between strategy and engineering and data- to collaborate across these areas. It was a ripe opportunity to unlock the secret of multidisciplinary transformation. \u00a0Publicis Sapient is sincere about the interplay and building trust and a common way of working.<\/p>\n

Melissa: <\/strong>Speaking of that, how are you working with other leaders to align outcomes so far?\u00a0<\/span><\/p>\n

Abby:<\/strong> Going well but of course it\u2019s still early days.\u00a0 In past roles I\u2019ve had to explain why I need to be there, why I need to be part of the solution.\u00a0 Here I don\u2019t have to explain that or bang at the door – the seats are all at the table.\u00a0 We are working on breaking out of bad habits like looking at what\u2019s in the toolbox versus what problems do we want to solve.\u00a0 It\u2019s an orchestration mindset which sounds a bit utopian but its actually about aligning a common taxonomy and figuring out \u201cwhat does good look like.\u201d<\/p>\n

I think of it like this: I\u2019ve become a fanatical rower\u2014 when you start rowing with a team every motion you make, if you\u2019re all not in sync you stall the boat and take away from the progress.\u00a0 This has been the perennial challenge of experience, technology and strategy for many years, and now we\u2019re in a position to change it.<\/p>\n

Melissa: <\/strong>What\u2019s exciting in the CX space right now?\u00a0<\/span><\/p>\n

Abby:<\/strong> CX has a huge opportunity for tech as an enabler, I am seeing some amazing things to revolutionize call centers.\u00a0 We are at a moment in time where cost has come down and tech has advanced where we can create an amazing experience while saving companies money.\u00a0 There are some areas that are advancing faster out of necessity- for example, in healthcare and some healthcare services regulated like pensions.\u00a0 More exciting advances are happening because some countries are moving to direct benefit plans for example; this is helping people navigate a new financial future, that\u2019s where you see the impact, when people\u2019s lives change.<\/p>\n

Melissa: <\/strong>What\u2019s your vision for Publicis Sapient and beyond, Abby?<\/span><\/p>\n

Abby:<\/strong> We are getting more aligned as a global team, Melissa.\u00a0 The teams in each of the regions and countries are strong, I\u2019m amazed at the quality of the folks we have.\u00a0 But we need to get more standardization to work more effectively together for the scale that is required to meet client demand.\u00a0 I am looking for amazing talent, and more diverse talent.\u00a0 It\u2019s part of my commitment that our team from top to bottom reflects the same mix of gender, race, socioeconomic status and so forth.\u00a0 It’s important to make us a mirror of the people we are designing for.<\/p>\n

There are a few industries where we have more to give where Publicis has been doing great work \u2013 some of it is citizen experience so helping companies navigate decarbonization agendas and the future of mobility, for example, are places we can accelerate.<\/p>\n

Melissa: <\/strong>Your talent comments are spot on, what are the critical skills and how do you cultivate the culture to retain them?<\/span><\/p>\n

Abby:<\/strong> We have a healthy, open culture which makes it easier. You\u2019ve got to have people with a growth mindset and I\u2019m looking for people with an interest in embracing and developing a more consultative approach to experience.\u00a0 They\u2019re interested in engaging and solving the problems with clients, and we need more of those people.\u00a0 We are also looking for professionals who have a thirst and hunger to know more about where data and AI are going, and also embrace an understanding of platform technologies.\u00a0 But also new alternative business models that are enabled by different experiences, people who can go deep in crafts but are hybrid in the ability to tune into the context of the world are working in.<\/p>\n

Melissa: <\/strong>Going back to that big picture vision, what are the key elements of focus to bring that to life for your clients?<\/span><\/p>\n

Abby:<\/strong> I\u2019d like to see us applying our skills more to citizen experience and energy transition, future mobility, and things that are meaningful and purposeful.\u00a0\u00a0 This hearkens back to recruitment and retention, Melissa \u2013 these things are purposeful to our experience team, and if we are providing work that is meaningful and filled with purpose they\u2019ll want to stay and grow and build their careers.\u00a0 We also want to develop unique skill sets, so we are doing product design and development, but we want to build more innovative specific centers of excellence to do this all more consistently at scale.\u00a0 We have three things to do 1. Design for innovation 2. product and service design and development and 3. Enterprise experience which includes employee experience, sales and service and commercial, and potentially back office.<\/p>\n

Melissa: <\/strong>Thanks so much, Abby for sharing your vision with us. \u00a0I love how you\u2019ve said that while you can\u2019t determine an experience, you can encourage certain outcomes like loyalty or other value.\u00a0 And also, how holistically you look at experience is very in line with the way we view our OneOffice Ecosystem coming together.\u00a0 This is just the tip of the iceberg of how we need to align outcomes across stakeholders and really think about the impacts on our communities.<\/span><\/p>\n

Abby:\u00a0 <\/strong>Thanks Melissa – it’s been great spending time with you today!<\/p>\n","protected":false},"excerpt":{"rendered":"

We’ve talked a lot about the shift to the full-on digital workplace, and now we’re in this “phygital” purgatory where…<\/p>\n","protected":false},"author":7,"featured_media":5136,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[874,56,57],"tags":[941,943],"organization":[940],"ppma_author":[34,19],"class_list":["post-5134","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-engagement","category-design-thinking","category-digital-transformation","tag-abby-godee","tag-digital-experience","organization-publicis-sapient"],"acf":[],"yoast_head":"\nGet ready to experience the Chief Experience Officer... meet Abby Godee - Horses for Sources | No Boundaries<\/title>\n<meta name=\"description\" content=\"HFS Research Leader, Melissa O'Brien got time with Publicis Sapient's new Chief Experience Officer, Abby Godee to shed some real light on 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