Experience is the new status symbol of today’s generation. But experience is also the new product because it is no longer about selling a product or a service for yourself. It is about emotions and feelings that we connect customers, consumers, travellers, citizens with a product, a brand or a service. It is about a feeling that connects us with the brand. It is unique for us, touches us and remains in our memory.
So how does a brand (or even an organisation) manage to convey exactly this experience? And what can be done so that exactly these emotions touch the customer and consumer?
When we talk about “experience” in an economic environment, we usually speak about customer, brand or retail experience. However, it is always about experiencing a brand from the point of view of the customer, the person. At CIRCLE4x we, therefore, prefer to speak of “human experience”. Regardless of whether a person is a customer, citizen, patient or an employee, in the end, it is all about impressions that reach the brain and activate it to process what has been experienced.
In the last few years, we have dealt with this topic in great depth and have come to the conclusion that a consumer-oriented ‘experience’ is essentially influenced by three factors: physical, digital and human factors. This realisation is based on the fact that experience is something that is based on perception. Perception cannot be determined. But we can influence what is perceived. And this is precisely where the factors come in. The brain absorbs influences from different sources at every moment and assigns them according to their strength to the event that a person experiences at that moment. The stronger the impression, the more likely it is that this event will be remembered. We also know that the strength of the impression is influenced by the interaction of several factors.
So we know that just hearing a source has on average a 10% probability of staying in the memory. If what is heard is underlined by reading what is heard, the probability of being remembered increases to approx. 20%. However, if we experience the event with several senses, there is an 80% probability that this will remain in our memory. If we want to keep an event particularly in the memory of our consumers, we must try to play out the factors that can cause a certain perception at a certain point in time or a short period of time. These factors include the above three: physical, digital and human factors.
By physical factors, we mean all those factors that stimulate the senses without electronic support. These are classical factors such as design, colour, material, smell and taste. Digital factors, on the other hand, are the modern/new forms of sources of perception such as VR, AR, in which the five senses are stimulated by electronic media. As a rule, these are conveyed optically and coupled with other sensory perceptions. Finally, by human factors, we mean the factors that cause perception through human behaviour (or non-behaviour).
If a brand manages to bring together factors that shape perception at a certain point in time or for a certain period of time in a coordinated manner so that they are perceived as a whole in the brain and assigned to an event, it is highly probable that the consumer / “experiencer” will store these impressions as a noticeable experience in the brain.
So it is the balanced combination of the three factors “physical, digital and human” that makes a good experience possible. In the first step, the art now consists of coordinating the triangle and the correct weighting of the three elements, which can be very different depending on the brand, service provider and organisation. CIRCLE4x develops exactly this evaluation of the influencing factors for its clients and then develops a picture of the necessary measures that lead to a balanced ‘triangle’ for each influencing factor and thus to a brand-adequate perception.
But this alone is not enough to balance the ‘human experience’ theme in a brand-compatible way. Experience has three approaches, each based on the three factors mentioned above: Brand Experience, Customer Experience and Employee Experience. This leads to the image of the ‘Jammed Triangle of Experience’ created by us. More about this in the next blog.