Deciding on an experience strategy

To the untrained observer, there appears to be many, many options for how an experience may be designed.

The Experience Alliance, through a global exploration of best practice, has isolated a dozen fundamental strategies that are employed with success in customer experience design.

The “weave strategy”, for example, is employed by Singapore Airlines. They have created a physical icon for their experience which is captured in “the Singapore Girl”. Singapore Airlines has invested heavily for over 30 years in ensuring the Singapore Girl acts in the way it is expected of her, in a compelling and consistent manner. They have also worked hard to leverage the Singapore Girl outside of the inflight service context to reinforce her presence in collateral, card board cutouts at lounges etc. In effect they have woven the Singapore Girl into as many episodes as they can.

The Experience Alliance approach is to introduce clients to these strategic choices and to help them to decide which will work best. The choice will usually be narrowed down to just one or two of the dozen they start with.

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