Consumers value brand experience more and more when they purchase a product or service. Read our brand experience best practices to learn how to build your brand in a way that will resonate with the people whom you want to reach.
Macro trends are driving the
world of experiences Market Rules are Changing COMPETITIVE MOMENTUM Everything is a Touchpoint CHANNEL UBIQUITY Expectations are everything CONSUMER EXPECATIONS Dialogues & Collaborations SOCIAL ENGAGEMENT
The Dollars And Sense Behind
Experience Optimization According to Forrester, companies that continuously move higher in their customer experience index scoring will see: + Increased revenue due to word of mouth: Incremental sales from positive word of mouth can range from $2 million for investment firms to $176 million for airlines. + Reduction in churn, leading to improvements in revenue: Retained revenue ranges from $30 million for investment firms to $1.7 billion for wireless providers. + Increased revenue thanks to incremental purchases of loyal customers: The revenue benefit can range from a low of $39 million for consumer electronics manufacturers to more than $1.3 billion for wireless service providers.
Experience gaps What Is Holding
Back the Customer Experience? + Operational structure and processes (38 percent) + Ability to customize and individualize (31 percent) + Having engaging and empowered employees (31 percent)
2 Customer Intimacy 1 Operational
Excellence 3 Product Leadership 1. Value within price, quality and convenience 2. Meets my needs, and I will pay a premium 3. The latest thing Customers and value disciplines
Net Promoter Score Does Not
Equal Net Promoter System Frontline Activation Prioritised improvements; persistent cultural values; daily action Solid Analytics The Eight Net Promoter Processes 1. Reliable Metric Sort Customers, understand competitive position 2. Loyalty Economics Support high-quality cost-benefits estimates 3. Root Cause Data and processes to draw insights that unlock action 4. Closed Loop Enhance relationships through true dialogue 5. Learning Coaching, training, experimentation 6. Action Individual, team, function, enterprise 7. Robust Operational Infrastructure 8. Leadership and Communication
To manage experiences, we need
new brand tools. How does your brand behave on Twitter? SOCIAL MEDIA PHRASEBOOK How do you activate your brand with new partners? PARTNERSHIP PLAYBOOK What makes your propriety event truly yours? EXPERIENCE DEFINITION Why would someone co-crate something with you? ENGAGEMENT PLATFORM How do you create social currency? Why do they talk about you? ENGAGEMENT PLATFORM How does your brand behave differently across global cultures? GLOBAL EXPERIENCE PLAYBOOK Is every employee at every level embodying the brand? EXPERIENCE TRAINING BOOTCAMP As you stop messaging and start engaging, does your team have the skills? EXPERIENCE TRAINING BOOTCAMP
Map the Experience Discovery Experience
How do I learn about your brand? How do you market? Shopping Experience* What happens when I’m in store/in market? Digital Experience How do I interact? Product Experience Does the product /service exceed expectations? Customer Experience* How am I engaged after I commit? How do you treat me? Community Experience How do I connect with others around your brand?
The channels of communication have
changed 47% use call or contact centers 45% head to in-store locations 37% are turning to social media 28% will email Only 14% will call corporate or sales directly Only 1% send commentary or messages via traditional mail
+ Strategically defining the experience
created by a brand + Expressly articulating the qualities and characteristics of appropriate brand behaviours + Managing, auditing and refining experiences as critical brand expressions + Aligning all actions and touchpoints with this strategic platform
#1 Back to basics #2
Change your toolkit #3 Look at what connects you #4 Listen #5 People as experience drivers #6 Make it matter