The Currency of Experience, the Wal-Mart Yodeller and Beyonce
The currency of experience, the Wal-Mart Yodeller and Beyonce
Consumers interact with hundreds of brands on a daily basis, some are fleeting moments and others are full immersive experiences. The one element that binds every consumer, every day is their experience. From their experience of the world around them to their experience of any given micro-moment - the consumer is weaving their emotional state with their perception of whichever brand, product or service they are interacting with.
Each experience, no matter how small can only go one of three ways, it can be positive, it can be negative or it can be neutral. With hundreds of these moments making up the consumers day and shaping their impression of the world around them, the battle for a positive, memorable, emotional and sharable experience is ferocious.
Experiences are traded every second, with the previous experience setting the baseline for the following one. Think of it like this, as a musician would you rather follow the yodelling kid from Wal-Mart or the Beyonce? Following Beyonce is going to be a tough ask, expectations have been raised and the consumers won't ever accept anything less than perfection.
This continuous trade of experience means that brands need to aim higher than they may think is great for their brand, and start to think holistically about the consumers' day and the currency of experience. Companies need to shape their CX in preparation to follow Beyonce, even if they feel like the Wal-Mart yodeller. Brands need to assume that the experience preceding theirs was amazing, they need to plan for CX excellence and not just CX compliance.
The 7th Annual Customer Experience Management Africa Summit will guide brands towards CX excellence and a full understanding of the currency of experience and how to maximise it within a business led context.
The Summit is being hosted on the 1st and 2nd of August 2018 in Cape Town.
Click here to request the agenda.
Click here to register online.