Experience management has changed forever. Have you?
It's about time.
People experience you all the time. Some of them don't care about you. Some used to care. Some still care. But to sustain your enterprise, what you need to do is to keep and create customers (or members) who will care for you in the future, and to do that profitably. You have to manage both your internal resources and the time of your prospects and customers (or members) so they care. Your best strategy is creating an experience, in time, that gets them to care.
This is why touchpoint maps and lifecycle analysis help you focus, internally and externally on what matters.
Remember.
If you think social media matters, you're not alone. But few people understand the economic and topological power of social networks. If you want outsized returns, you need to tap the "network effects" of a wide range of networks - including a good number of networks that are invisible to everyone else but you. And the number one driver of network effects?
What your prospects, customers (and members) remember about you.
How do you use time, touchpoints, and customer journey maps to create memories? Even harder, how do you do this to create the right memories that are differentiating and on-brand? And hardest of all, how can you create durable meaning for your stakeholders?
Hint: It's about what shapes memory.
EQ.
Most of our interactions with the world are filtered heavily by emotion. Emotions can be triggered by service failures, but just as often by intimate connections and delightful, surprising experiences.
How does this work? And how can you shape this into an operational strategy? You need data, for sure. But you also need a clear framework for eliciting the right emotions and handling the wrong ones. And to do it so that people will remember the good parts.