Outcomes are the next evolution of Customer Experience Read later Summary: 'How is COVID-19 shifting the Customer Experience?' A simple question with profound implications that we posed to Chief Experience Officers and Chief Customer Officers from a diverse group of organizations. Regardless of industry, size or go-to-market model, one North Star emerged - outcomes are the new experiences. Knowing the outcomes your customers aspire to achieve isn't enough. What separates organizations that define success from those that deliver success is foundational - organizational structure. When customer outcomes become the load-bearing wall, experience executives have to examine how to redistribute the weight effectively across the organization. What emerges is a new blueprint for how decisions are made, how teams interact and how success is measured.