| 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 is that it strives to communicate and influence brand positioning
across all five human senses (sight, sound, smell, taste and touch) to create a sixth sense of comfort with (and loyalty to) the brand.
For instance, a
country music radio station's sponsorship of a free concert one might find cowboy hats and bandannas, guitar and fiddle
music, the smoky smell of outdoor grills, tangy ribs and beans, and straw crunching beneath your feet. All if it communicates "country" -- reinforcing the country music station's
persona.
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Experience Management anticipates, accommodates and exceeds customer
expectations -- sometimes in ways so subtle customers aren't consciously aware it has happened.
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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