Banking Transformed with Jim Marous Beyond Customer Experience with Joe Pine
11 snips
Mar 10, 2026 
Joe Pine, author and consultant known for The Experience Economy and The Transformation Economy, argues the era of CX is over. He explores shifting from moments to measurable transformations. Short takes cover uncovering core aspirations, blending apps with coaching, using AI to visualize future selves, and outcome-based pricing.
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Start Measuring Outcomes Not Inputs
- Shift focus from inputs (products, rates, apps) to outcomes customers actually want to achieve.
- Ask repeated why questions to uncover core aspirations and design offerings that ensure those ends, not just provide means.
Use Five Whys To Discover Aspirations
- Conduct deep aspiration dialogues using repeated 'why' questions to reveal customers' core life goals.
- Use that core aspiration to map business goals and craft services that directly support their long-term identity change.
Future Self Visualization Improves Decisions
- Having customers vividly envision their future self improves present decisions and progress toward goals.
- Joe Pine suggests using AI to create images, storyboards or short movies of that future self to increase commitment.
