Relationship between experience and engagement

31 Jul 2012 - 3:44pm
2 years ago
1 reply
1495 reads
cbachelder
2009

Hello IxDA,

I've been doing some research into customer experience and ran across Jared Spool's article about "Making a Brand Investment Through Experience". He describes engagement as the sum of all experiences had across various touchpoints, which can be measured subjectively via Gallup's C11. 

My question is: Is there a way to model an experience had at a touchpoint as a means to predict engagement? If the sum of experiences results in engagement, and engagement can be measured via the C11, is there a way to operationalize experience?

Or am I looking at this all wrong? Would love some feedback. Thanks!

Best,
Chris Bachelder

(Apologies if this has been discussed previously, the Apache Solr search engine used on this website appears to be down.)

Comments

3 Aug 2012 - 2:34am
cyrylski
2010

Nir Eyal writes a lot about this (http://www.nirandfar.com/). Actually, branding people also describe mechanisms for this. In my plain logic, an interaction with a brand is like an interaction with another human. The touchpoints are just interfaces. So, if an interaction at a touchpoint is satisfactory or even a playful experience, a bond is built. The experience results in positive emotions and memories. If these go together with a brand promise that is kept throught different channels (ads, word-of-mouth) and expectations are met through how the product works - than you're building engagement. 

To do that properly a well-thought strategy is needed, because modelling experiences at all touchpoints is a strategic, group effort. That is why some UX people become strategic designers. This short case study might explain the strategy thing better:
http://blogs.forrester.com/[...]the_first_step_towards_creating_a_great_customer_experience

And if you're designing a service, you actually design a series of interactions. These can and should be modelled. You use variety of deliverables to illustrate and map out the kind of experience a customer gets at each touchpoint. 

The mechanism I describe may be incomplete but the real trick is different: how to know if the experience you deliver is what affects people and engages them? And what mechanisms to employ to deliver these experiences properly.

I hope this helps a bit.

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