b'SPECIAL EDITION: CX JOURNALINSIDER PERSPECTIVE: How Innovation Shapes CXDepending on where someone sits within an organization, the process of innovation and its impact on CX can look very different. We asked influencers representing different disciplines for their perspective on how innovation shapes CX: What three questions should teams ask themselves when ideating or innovating something new?INSIDERWhat three questions should teams ask themselves PERSPECTIVE when ideating or innovating something new?As context for anything youre building out, you mustClearly the U.S. and Europe are working with always first ask Am I looking at this from the customersdifferent privacy regimes, and we expect that to point of view? Is this going to improve someones life orcontinue to diverge. Understanding the market job? Is there a need for this, and is there data to supportthat youre going into will inform your product that? Will this make something demonstrably better,decisions. In this day and age, some things just will faster, or cheaper for the customer? not work in certain regulatory regimes, depending on how you are building your product. Then look at the sustainability of your idea. Given shifts in technology, ask Is what Im building going to be relevant in 12 months? 24 months? How valuable will thisWyatt Barnettinvestment be to my organization down the road?Vice President Technology Enablement | NCTAFrom a regulatory perspective: Always pay attention toThe Internet and Television and follow the rules, but ask yourself Am I betting onAssociationregulation or legislation to create or maintain myWyatt Barnett drives NCTAs business? If you are, then you are betting on an outsideefforts to embrace and factor for which you have little control. Swings are wildmodernize technology across these days. To stay competitive, its better to play yourthe breadth of their advocacy work. He leads a team focused hand not the other guys. Innovation has a way ofon identifying, vetting, and obsoleting regulations over time. deploying new tools and is finding ways to operationalize When youre thinking about regulation in terms of whatand leverage AI for the you are building or innovating on, you should beAssociations advocacy mission. consciously aware that you are probably enteringWyatt takes part in the Syndeo Institute CX Collaborative.a world with different regimes. 1414'