As marketers, we often talk about “experience,” yet there are very few A/E/C firms that excel in this area. Why is that?
Even firms that spend time thinking about the experience do it in very broad, generic terms, and often don’t consider the brand’s and employees’ central role in shaping it.
As a result, most of the marketing effort concentrates on the customer journey alone. This program proposes that an exceptional experience is a sum of three components: Brand Experience (BX), Customer Experience (CX), and Employee Experience (EX).
However, connecting the dots requires an alignment of business and marketing, strategy and technology, brand and culture, and client and employee. Experience design and implementation must be fully integrated into everything a firm does—from a long-term strategy to daily actions and across all functions, departments, and communications.
Leadership, operations, IT, marketing, and HR must reach across functional silos and work together toward the common goal: delivering a superior experience.
This program will examine the three essential building blocks of experience and will challenge attendees to redefine conventional service-marketing approaches to create and deliver a better brand, customer, and employee experience.