Chapter 1: Experience Strategy & Principles

The Experience Strategy is your compass for the design of each customer experience

People are increasingly looking for meaning and relevance in the brands and the products/services they buy and use. Both the personal and social impact of a brand–related to how a consumer identifies him or herself - have become more important. This growing emphasis on “social identity” calls on brands/organizations to make their purposes recognizable and tangible in their interaction with customers.

To create a meaningful brand requires a well thought-out experience strategy and principles. An experience strategy describes what a brand stands for, the experience a customer can expect and how it is different from the rest. It acts as a compass that gives direction to the design of each customer experience. The strategy is implemented via the experience principles; a set of guidelines that must be met for each customer experience or journey within the organization.