A way of looking at the relationship between User, Consumer, and Brand experiences, and how they relate to form a 360˚ Experience Circle made of up of millions of customer touch points.
This chart maps out our theoretical ideas around the flow of the User|Customer|Brand Experiences. We see this as a relational cyclic form, following a predictable pattern once the customer enters the orbit of the system. Each experience domain is a subset of the other, each builds on top of the other to create the total experience ecosystem:
User Experience [UX] is defined solely by the interaction of the User with the Product.
Customer Experience [CX] is the collection of a touch-points throughout the sales & use cycle.
Brand Experience [BX] is the cumulative result of market’s CX, this sum defines the Brand value.
To enter these Experience Cycles – First the customer must FIND the product through various marketing channels. This provides the first opportunity have the customer LEARN about the product and if a true needs is being met, then a PURCHASE is possible. The flow continues as the customer begins the USE part of the cycle. If their experience is positive, and SUPPORT and SERVICE are provided, bonding happens around this core User Experience. Exploiting of the resulting customer loyalty is possible by providing an easy channel to feeding back into social networks.
The Brand is the contextual vehicle for the multitude of customer experiences: this progressive pattern starts with KNOWING about the company; continued alignment happens if the market is LIKING the experiences; and the more positive the collective the market experience is the more the market ends up TRUSTING the company. Of course this is the optimal goal, but it is key to craft a strategy that will maximize the potential of these cycles…
This chart maps contextual consumer touch-points to these Experience Cycles. Such a diagram is custom built for each company, reflecting their specific touch points in light of illuminating where reality matches their priorities, positioning, and strategic goals. The chart quickly shows off company strength and weaknesses, as well as asks important questions about how the company in performing against customer and market perceptions.
The charted results of this tool, and the associated exercise, is designed to: 1] build customer centered awareness; 2] Identify key insights from cross referencing alignments and discontinuities between UX, CX, and BX perceptions; 3] Lay the ground work for strategic plans to strengthen weakest links, one link at a time; 4] create a culture of continuous awareness and a more enlightened approach to the customer.
More to follow soon.