Experience Management is how a company tracks, oversees and organizes every interaction between a customer and the organization. By bridging customer experience (CX), employee experience (EX) and brand experience (BX) into a single holistic experience, organizations are equipped to design and implement strategic initiatives that deliver superior experiences across every level of your business – inside and out.
It’s not a secret that the way we do business has changed more in the last decade than it has in any other time in recorded history. Digital transformation has empowered the modern consumer, bringing about a peaceful transfer of power from retailers to consumers. Where the consumer was once informed, he is now equipped to dictate change at the highest levels of business requiring businesses to focus closer on the experienced delivered or face dire consequences.
Navigating these new waters to stay afloat among the competition requires strict alignment of critical elements ranging from your core business model all the way out to your customer’s experiences with your brand post-purchase.
Did you know that a customer’s experience isn’t determined by the sum of every touchpoint? Instead, consumers base their satisfaction with a brand on a holistic experience that spans the entire journey from awareness and well beyond the purchase.
To manage the customer’s experience requires that you get granular with what’s happening at every stage of the buyer’s journey while simultaneously looking at a 30,000 foot overview of the emotional and logical interactions happening as they progress with an organization.
A framework helps keep the guardrails up in your organization around the overarching experience you deliver. The StoryVesting framework is one that can guide your team toward creating more sublime brand experiences. This framework is steeped in intelligence, behavioral economics and journey analytics — a combination which can create a more streamlined experience for the end user and for employees alike.
By focusing intently on both the brand and customer experience, you’ll begin to see which components are out of alignment and how to get those experiences back on track.
Creating a noteworthy and positive experience requires that your brand and your customer are well aligned. Stay out of alignment without any experience management initiatives in place, and your brand will have limited brand equity and disconnected experiences. But, as you move closer into alignment with your customer, your brand will establish deeper cognitive associations and more immersive experiences, leading to a more euphoric feeling about the company.
Capturing the essential nuances and complexities of human behavior and real life makes it easier for organizations to understand how to deliver a better experience to their customers. In doing so, companies flourish by way of sustainable business practices and a clearer vision for their mission.
When iterating on experience, it’s crucial to identify that you’re building products and experiences consumers want. Experience management entails designing end-to-end experiences with the customer’s logical and emotional needs at the center of the equation.
Consumer engagement rests on a combination of logical and emotional triggers as potential customers navigate a path-to-purchase. Experience management is a process of aligning these triggers across touchpoints in an omnichannel environment to meet the customer where they are – while offering the information they need, right when they need it, to deliver incredible end-to-end experiences.
Successful initiatives require the entire organization to be in alignment and moving toward the same goal. Experience management fosters employees and partners who share in the vision of your product/service and will act as brand ambassadors themselves, delivering sublime experiences – whatever their role in the organization.
Experience management requires bringing a multitude of different elements together into one cohesive journey. StoryVesting is the framework developed by RocketSource to plot these elements and bring them into a single focus in order to see how they interact and align – in turn, reducing costs, fueling growth and improving customer retention.
Take the first step in unlocking your growth potential by scheduling a complimentary discovery call with our EVP Tom Jones. This introduction will better help us understand your pain points as you explore new data-driven strategies and uncover hidden growth opportunities.