Even in this day and age, the definition of culture is shifting too to embody shared values, behaviours and attitudes in more dynamic ways. They believe this is different to the more traditional HR set up, in that the focus is much broader. This wider scope includes the office environment, facilities, food, and CSR. The technological environment is all about the tools an employee needs to do their job. Advancements in digital technology have greatly changed the ways that people work, and as technology continues to make exponential advancements in Artificial Intelligence, Virtual Reality, 5G mobile technology , it will continue to influence industry in profound ways.
More and more employees are enabled to work remotely and flexibly ; but no matter the setting, organisations are expected to provide the best tools available in order for their employees to do their jobs. The physical environment is everything you can see, hear, smell, touch, or taste in the working space environment.
These factors, which include temperature, air quality, and office lighting, all affect employee concentration and directly influence the wellbeing, performance, and productivity of your teams. Workers who are satisfied with their physical surroundings are simply more likely to do better work. The physical environment is thus of crucial importance, especially for desk-bound employees who spend long hours inside their organisations.
Those in charge of designing physical spaces need to make certain that they offer a motivational atmosphere that promotes creativity and productivity. Efforts that foster engagement through technology need to be made so that remote workers can do the same with their virtual surroundings, encouraging a culture of inclusiveness that makes information and discussions open to everyone, no matter where they are. They also utilise sensors to analyse corporate spaces and detect the way in which their people are using the space. It has long been understood that creating a positive customer experience CX is pivotal to the success of a business.
As a result, marketing teams have become more and more adept at creating compelling customer experiences.
Frances Hulme, Author at MCI Experience
Employees are on the front lines of brand representation, and organisations are finally realising that the same focused attention aimed at developing customer relations should be shown to their workforces. The customer, it seems, is not always right, and businesses that act on this realisation by actively putting their employees first, consistently see that it ultimately leads to better customer service.
Their core company values empower their employees to transform the company and have impact, whilst embodying purpose. Adobe is one such company at the forefront of this type of employee-first strategising. In , they created a Customer and Employee Experience department. The press release announcing this move is an excellent summary of the ideas that prompted it:. Realizing this critical connection, we at Adobe have combined two previously disconnected parts of the company into one new entity.
Our new Customer and Employee Experience organization combines our customer experience organization—the people who are on the front lines of helping our customers utilize our products—with our human resources and facilities organization, the team that was focused on our people and their workplace environment. The unified focus of this organization is the people that are essential to our business, our customers and employees, and the understanding that people want the same fundamental things:. Employees who have established an emotional connection with their companies will be far more likely to inspire positive customer experiences.
Other companies that are challenging the status quo include LinkedIn and Accenture , who both host HR hackathons, where employees help deconstruct and rebuild the People and HR functions to reflect the work that they really do and need to do. Airbnb treats its physical space like software: the company is constantly experimenting with different layouts and floor plans, and employees get to volunteer to design and build their conference rooms, with a modest budget. The employee experience is a positive and powerful — and ultimately human — experience , in which employees are able to invest more of their whole selves into the workplace and essentially personalise their experience.
The bottom line is that a well-considered and wisely implemented strategy in regard to EX—one that takes into consideration employee perceptions , environmental factors in the workplace , and a consumer-style approach to HR —is certain to lead to greater levels of employee engagement , enthusiasm, involvement , retention , and employer brand loyalty. Through a holistic approach to EX; ensuring your employees feel part of a team with shared values and engaged in purpose, employees will be engaged and involved. Tailoring employee experiences around physical engagement breaks down the barriers between management and teams.
Through our unique insights, we help brands create personalised experiences that communicate and engage with their audiences. The power of live and on-line experiences are impactful ways to make employees active participants and advocates in your organisation. Want to find out more, and see how we can help create engaging employee experiences for you and your team? Drop us a line!
An increasing amount of corporate marketing budget is moving to experiential work as marketers recognise the power of brand experiences to build stronger customer relationships. But as demand for brand experiences grows, it is becoming clear that creating successful brand experiences is not business as usual. How do we engage more meaningfully with these digitally-enabled audiences and cut through the marketing noise? Audiences are increasingly opting for experiences over things. When we go back to basics, what is an experience — how do we define this?
The word experience stems from the Latin word experientia , which means to try; very apt when put into the context of brand experiences — an engaged audience wants to try new products and technology. We often associate experiences with extremes — the most memorable ones are either good or bad.
- Fernando Juarez.
- Books by Kyt Dotson.
- Divertimento in E-flat major, K563!
Daniel Kahneman, the neuro-scientist whose TED talk has been watched millions of times, discusses the brain and how memory works as two components: the Experience Self and the Remembering Self. The Experience Self is very much in the present, living moment to moment. It is emotive. The Remembering Self is part of the rational side of the brain and is the story-teller looking through the catalogue of the past. The foundations of all experience are through our senses — they are the gateways to forging memories.
Why does this matter for brands and event profs? Why is it significant? The more potent the experience the stronger the memory therefore the easier it is for us to recall. When we say potent we mean, the strength of the experience, the scale of the emotions we feel at that moment in time. The greater the reaction to the experience the greater the bond you have to that brand. The more we can engage all the senses of our audiences, the more powerful the experience and the memory. Out of all the senses, smell is the most under-utilised and yet it the only sense that is connected with the emotive side of the brain.
Retail has been utilising scent experience for a while now as have hotels but there are huge opportunities to create bespoke event scent experiences as well as marketing collateral. Making these subtle enhancements can make a huge impact on audience experience.
- Wisdom for Fools: A study of Proverbs!
- Where Do Socks Go?.
- Blue Dahlia: Number 1 in series (In the Garden Trilogy).
- Guide Born to the Spectacle: The Nokia Anti-Experience.
There is compelling evidence suggesting that brands must tap into the emotive cues to brand experiences to connect with audiences and build a lasting brand engagement. Knowing all of this we can really tailor an environment to engage with all the senses to ensure that endurance of experience and information retention through a multi-sensory approach.
This comes down to knowing your audience and personalising your messages to gain their attention.
Similar authors to follow
We mentioned earlier that audiences are seeking authentic experiences over material goods. But why… As a generation brought up on mass-mass production it has never been easier to get what you need when you need it. Experience, in that market, is a premium product. The more an experience can be personalised the more likely your audience will become a brand advocate. The average adult attention span is 14 minutes, but this goes up to 29 minutes if the person is having fun with their friends. Audiences are more digitally-enabled and with this more easily distracted — how do we vie for their attention?
Gen Z are the first generation to be born fully digitalised. They can flow between 5 screens easily and you need to grab their attention in the first 8 seconds! Digitally-enabled audiences are in control. The market place is changing — the agency landscape is becoming confusing and over populated.
Princess Nokia and the Emancipated Spectator
More niche specialised agencies are challenging the bigger brands and carving a unique market share through focused expertise and service offerings. Clients are also building their own capabilities so agencies need to evolve. B2C is moving forward rapidly in live experiences — there is huge scope and potential for more B2B experiential marketing opportunities.