Every day an organisation delivers experiences to its employees, to its customers and to the wider community in which it operates. These experiences are the critical determinant of the degree of trust and confidence each will have in your brand. And the ultimate output of trust and confidence is reputation.
But what is experience, actually? For a while now, marketers have been firmly focussed on better understanding and improving customer experience. More recently the importance of better understanding employee experience has entered the fray. But it’s not often that the interdependency of the two is acknowledged within an organisation. To treat these different experiences in isolation is failing to appreciate their interrelationship and the relative impact on customer satisfaction, employee performance and brand, or organisational, reputation.
Understanding the interrelationship between customer experience, employee experience, and reputation is critical to achieving ‘Experience Excellence’.
At Research First we have developed a framework which enables experience to be measured in a consistent way across all stakeholder groups - be they customers, potential customers, employees and business units, 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 identifies an organisation’s key strengths and vulnerabilities.
How an organisation lives its promise to customers through products and services, delivery channels, marketing messages and pricing models.
An organisation-wide commitment to understand the experiences that ensure employees stay productive, healthy and engaged.
Reputation is an amalgam of stakeholder experience – customer and employee – which in turn informs commentary among respective stakeholder communities.