Should we design experiences for brands or customers?
You can look at service experiences through two lenses. The ‘branded experiences’ lens designs experiences to promote the brand through carefully crafted interactions. The ‘experiential brand’ lens designs experiences to enable customers to get their jobs done faster, easier and better. Which is best?
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This debate reminds me of the differences in how customer journey mapping have been conducted over the years. Some organizations map what they want the ideal journey to be for the organization and then create those journeys. Other organizations research the journeys that their customers actually are taking and then map them out so that they can identify areas for improvement; but crucially areas that can be improved for the customer FIRST AND FOREMOST. For me this is the best way. If you design for the organization the customer may not have the optimal experience and the organization will suffer in the long term when customers elect to take their business elsewhere.