In the world of marketing, we talk and think a lot about brand value, brand promises, brand architecture, and voice. We discuss who owns it and how to shape it. There’s general consensus that a brand does not exist independent of customer perception and the human assets that bring it to life. In fact, it’s not the company at all that owns the brand – it’s the people who experience it.
That’s what’s behind the concept of Total Experience – the full spectrum of how people, whether internal or external, experience and interact with your brand and company. The set of elements that make up that Total Experience is complex and far-reaching, including systems, processes, and technologies that support Employee Experience and Customer Experience.
We’ve all seen first-hand the disruption of supply chains these past years. All it takes is one jolt to the system, and the ramifications reverberate throughout the rest of the chain for a long time to come. The same is true in the Total Experience chain. One small change – even a well-intended improvement for customers or employees – can have a big impact on the Total Experience.
Today’s tight labor market means that the employees you depend on to deliver a great Customer Experience have many options when a company doesn’t serve up a great Employee Experience. This year’s AMA IGNITE! Conference focuses on the equation of Employee Experience plus Customer Experience equals Total Experience. Or should the plus sign really be a multiplier? Let’s discuss.