Introduction Play #1 Play #2 Play #3 Play #4 Play #5 From: To: Growth potential:* Overcomplicated, under- Thoughtful connectivity across more likely to achieve performing experiences that all customer-facing functions for 26% the highest levels of fail to satisfy customers a simpler, engaging experience customer satisfaction more likely to achieve 26% the highest levels of speed-to-market Technology is often touted as a way to make things easier but as A life-centric approach aims to eliminate complexity tax by designing new tools, platforms and functionalities proliferate, and the lines for simple but significant interactions across a unified experience between physical and digital worlds blur, it’s actually making customer continuum. To achieve it, all customer-facing functions (including experiences more challenging. Companies are adding tech that serves product, marketing, commerce, sales and service) should be a specific silo, such as marketing or sales, but are failing to account connected across a single data and experience platform. The full scope for connections between those functions. This over complicates of the customer experience needs to be thoughtfully considered the experience for the user, without achieving the utility that the in a way that understands and responds to their needs in real time technology promises. We call this a “complexity tax.” and draws actionable insights from those engagements. * Based on our analysis of survey data from companies in our study that our model determined were focused on this play. The life centricity playbook 19