| Experience Management
Experience Management, or Branded Customer Experience, is a highly
specialized aspect of Brand Management that strives to create a very
intricate emotional connection through careful manipulation of live,
one-on-one (often face-to-face) customer - brand interaction.
A very simplified explanation of Experience Management is to say that it attempts to communicate and influence brand positioning
across all five human senses (sight, sound, smell, taste and touch) to create a sixth sense of undying loyalty to the brand.
A very simplified example of this can be found in the scenario of a
country music radio station's sponsorship of a concert in the park
where cowboy hats and bandannas influence sight; guitar and fiddle
music influence sound; smoke from the steak grill influences smell;
barbeque and beer at the refreshment stand influence taste, and straw
spread out for people to walk on influences touch. Here, the total
event communicates "country" -- reinforcing the country music station's
personna.
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Experience Management anticipates, accommodates and exceeds customer
expectations -- sometimes in ways so subtle customers aren't consciously aware of it.
If customers visit your store or office, or interact with your customer
service or technical support staff, chances are you would benefit from
Experience Management Consultation.
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