A successful experience management program in a resort, theme park or other venue will lead to significant business results if it is managed well. As a result, when working with a customers of The Experience Engine (TE2), I recommend that one individual is named as the “Experience Manager,” with overall accountability for the program’s overall success.
To identify the right individual, I recommend looking for someone who can fill the following four roles, whether you are naming someone already in your organization or looking to hire a new employee:
1. Be the internal program champion.
Continually evangelizing experience management within the organization will keep it top of mind, and drive ongoing participation from internal departments and stakeholders. To accomplish this, the Experience Manager will need to collaborate regularly and consistently with other business units for the creation of new offers, information and content.
2. Set goals, and define the strategy to meet them.
Determining goals and how the organization will meet its experience management goals will guide the overall program. The Experience Manager should own the decisions on what to implement and how it evolves (likely with input from a variety of departments). They should also own the data strategy by identifying existing data that can be used for targeting audience segments and by recommending new data collection streams. Additionally, they will own decisions about how to customize content by audience, and ensure that all program results are trackable and attributed to the program.
3. Own the campaign setup and execution.
With overall responsibility for the scheduling, setup and timely delivery of automated and triggered content, the Experience Manager will always know what content is running and when. While there may be times when others contribute, an organization should be sensitive to how often its customers are being pushing information and offers; with one Experience Manager in charge there is reduced risk of pushing out too many push messages within a timeframe.
4. Monitor, use and share campaign performance.
Campaign performance should be used to determine optimizations, A/B or other tests for the continual refinement of the program. The Experience Manager will own the results, compilation of results into a dashboard for sharing within their organization, and report against what they mean to the organization (the business impacts).
I have seen the role of the Experience Manager filled successfully from within a marketing department by someone with a marketing, social media, digital marketing, web or e-commerce background; however, each organization has different needs so the specific experience may vary. The important thing is to name an owner who can fill the roles described above.
Danielle Chapman is The Experience Engine’s Product Evangelist.