The CX Live!

The CX Live! podcast is an interview-style show for briefing programs and meetings. Our goal is to be your dedicated channel for all things customer experiencer where we ask industry thought leaders the tough questions about building a world-class program. Each month we’ll explore a new topic or trend that impacts customer experience, employee engagement, digitization and more…We’re unfiltered. We’re authentic. We’re having a conversation… join in!

All Episodes

The CX Live!

The CX Live! Episode 88: The EBC-as-a-Service: How Design and Innovation Turn Challenges into Opportunities

August 18, 2025

In our latest episode, John Morley, Principal of John Morley Co and CEP Innovation Coach with GoProBriefings.com, shares how EBCs/CEPs are the ultimate innovation engines within organizations, driving new value through fresh insights. From his years managing the EMC EBC Program and work in Design and Innovation, John outlines numerous ways to position and deliver EBC-as-a-Service, seen as a business and the complete value differentiator it is.

Highlights

Design Thinking - desirable, feasible, viable
Value Proposition Canvas - customer wants to achieve, what’s in their way?
“Brokering” experiences - framework designed within EMC Program
EBC-as-a-Business - program intention, business model canvas, innovation
EBCs/CEPs are Innovators - new value from new insights (example: VCE)
3 Types (Horizons) - revenue, transformation, futures
EBCs/CEPs - reduce cost and complexity for sales teams
Design - identify, codify, make repeatable
Codify: 5 elements of strategy, design offering, streamline operations

Resources

Guest Thought Leader

John Morley, Principal of John Morley Com, CEP Innovation Coach with GoProBriefings.com

John helps forward-looking leaders and organizations rapidly realize exponential value through the investments they have already made – in their existing people and resources. He focuses on generating net new value by looking beyond problems to reimagine the impact we can create when we reframe challenges as opportunities. John’s expertise lies in being an intrapreneur and program leader, where he leverages his skills in innovation, design, data science, and AI to resolve complex challenges. He credits what he works on now to the skills and the relationships he learned to value and grow while working in CEPs.