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AMA Chapter Experience Guide and Resources

Experience design is a collection of impressionable remarkable moments that occur in and around a relationship between a person and another person, place, thing, or brand. Such a continuous communication system and feedback empower a personalized member experience optimized in real-time to ensure continuous member value.

The AMA Experience Guide, a cornerstone of service leadership that is repeatable, systematic, cultural, and differentiated, defines experience design principles and provides resources to help chapter leaders apply these guidelines at the local level across our community. It contains insights and downloadable resources on the following topics:

  • Who We Are – purpose, vision, mission, value proposition, look book, etc.
  • Our Customer – personas, customer stories, etc.
  • Brand – guidelines, logos, banners, templates, etc.
  • Membership – benefits, communication cycle, promotional materials, etc.
  • Events – experience principles, resources, etc.
  • Social Media and Influencers – strategy, resources, etc