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Know Your X before BX or CX

November 17, 2022
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X is experience, and you need to ensure your X is derived from your brand’s purpose. Here’s how to do it.

Key Takeaways:

  • Brand experience ensures that your purpose and values drive your customer experiences.
  • Experience on its own is closely tied to your brand’s purpose, and it defines brand and customer experiences down the line.
  • X must be derived from your 3 keys: purpose, values, and story.

You know how important it is to create great experiences for your clients. PwC data shows that even for U.S. customers who already love a brand, 59% will still walk away when they have a few bad experiences, and 17% will do so after just one bad experience. 

The good news is that you can create better experiences and attract the right leads when you put your X before BX or CX. Let’s break this down: X is experience, BX is brand experience, and CX is customer experience. And that’s the order in which you need to prioritize these terms.

Many brands derive CX from a customer-centric approach. This means that the experience of the customer is put before all else. The goal is to get as many leads as possible, even if it means you let go of some brand values in the process. 

But BX ensures you never lose sight of what’s important. You must drive interactions with a purpose-focused mindset. The benefits of this are that you’ll attract the kinds of leads that align with your brand’s values. They’ll be more qualified because they’re the people your brand has targeted since its inception. Connections and impacts are more meaningful when you can create relationships backed by purpose.

Here is your guide to how to put experience first and ensure it is derived from your purpose.
 

Why is X so important?

 
Never underestimate the value of X on its own. With a clear delineation of experiences, you can focus on the sentiment that’s felt across your brand and the interactions people have with one another. Experience as a whole defines brand and customer experience under one umbrella.

Experience must be at the top of your lead generation strategy alongside purpose. In fact, experience is a crucial component of your purpose. The experiences that people have with you are direct reflections of your mission and values. They guide how people perceive your company and your products, and they have a considerable impact on how people behave. They can make or break your bottom line. And these experiences apply to both employees and customers.

The PwC data above shows that a great customer experience starts with a superior employee experience. Only 38% of consumers say that employees they interact with seem to understand their needs. But when employees are aligned with the brand’s purpose and reflect that in all interactions, customers notice.

Your purpose trickles down to create BX, CX, and UX. Center on experience first to ensure that everything you create comes from your business’s purpose.
 

How to derive experience from purpose

 
Think of your brand’s purpose as a blanket that covers your business. It guides how employees interact with customers, the products and services you sell, and the atmosphere of your work culture. It’s always present. It’s the overarching theme that drives everything from sales to marketing to operations. 

But how do you make sure you prioritize experiences that derive from purpose? It helps to understand all three keys: purpose, story, and values.

  • Purpose: This is the reason your business exists. It’s your vision and what you give to customers. As far as purposeful experience goes, everyone who interacts with your brand needs to be able to pick up on the full experience of your brand. Your clearly outlined purpose must be a guide for all you do.
  • Values: Your values, which are your fundamental principles and beliefs, help you attract the right customers, deliver consistent services, and establish a strong work culture. Each of these touchpoints is packed with experiences that help people understand who you are and what you care about.
  • Story: Your brand has its own unique set of stories that help people understand you and your purpose better. Stories are valuable tools to spark emotion in people and can help you create more meaningful brand experiences that engage and inspire.  

All three keys are related but have their distinct role to help you define your brand. When you can outline these critical pillars for your business, you take that giant first step to create better experiences.

Your purpose must help you define precisely what kind of X you want people to have with your brand. Write down all stakeholders to consider, such as leads, customers, employees, vendors, and other parties. What do you want them to take away from interactions with you? How do you want them to perceive your brand? How can you ensure that your values are clear from the message you put out there?

The bottom line: Know your purposeful X before you start to focus on your BX or CX.
 

Why work with Advantages?

 
When you can create a purpose-centric company, you’ll only work with people who align with your purpose. You won’t waste time on unqualified leads, and you’ll establish stronger relationships and connections with people. Brand experiences must always derive from your purpose, values, and story, so there’s never any question about why you do what you do.

At Advantages, we understand how vital your three keys are for you to actualize business success. We help you foster more meaningful connections with your audiences to ensure your purpose drives everything you do.

Learn more about our customizable frameworks that help you grow – contact our team today.

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