Building trust and confidence in your brand has never been more important than it is today. The experience of your stakeholders is the critical determinant of the level of trust and confidence they will have in your brand. In other words, stakeholder experience is a critical element that shapes overall reputation.
But what is experience, actually? For a while now, marketers have been firmly focussed on better understanding and improving customer experience, and more recently, the importance of better understanding employee experience has entered the fray. However, to treat these in isolation is failing to appreciate the interrelationship and the relative impact each has on a brand’s reputation.
Understanding the interrelationship between customer experience, employee experience, and reputation is critical to achieving ‘Experience Excellence’, which ultimately leads to improved brand loyalty and a stronger, more profitable brand.
At Research First, we have developed a framework which enables experience to be measured in a consistent way across all business units and across stakeholder groups - be they customers, employees or potential customers – and across all touchpoints. The framework is evidence-based and looks beyond a single reaction to consider the implications of the experience on emotions, thoughts and behaviours and, in doing so, identifies the five pillars of great experience.
This model has now been validated by independent statisticians on a sample of 6,500 nationally representative New Zealanders across 250 brands they had interacted with.
How an organisation lives its promise to customers through products and services, delivery channels, marketing messages and pricing models.
How well an organisation articulates its vision, empowers its people to deliver on that vision and the extent to which employees feel they belong.
Reputation is an amalgam of stakeholder experience – customer and employee – which in turn informs commentary among respective stakeholder communities.