How UX Strategy can bridge the gap between brand promise and customer reality, presented by Tim Loo, Strategy Director and Partner at Foolproof, Europe's leading experience design company.
The webinar presentation was first broadcast 13 December 2011.
6. Brand matters
Brand value is real & tangible
Accounts for a significant value of an
organisation’s market capitalisation and
drives long term shareholder value
Brand value Market cap
$71 billion $153 billion
Interbrand (2011) 12-12-11
Top 100 Brands
2011, Interbrand
7. What is brand value?
“Brand equity is a set of assets
linked to a brand’s name and
symbol that adds to the value
provided by a product or service BRAND AWARENESS
to a firm’s customers” BRAND LOYALTY
BRAND LOYALTY
PERCEIVED QUALITY
BRAND
ASSOCIATIONS
Building Strong Brands, David A. Acker
8. Definition: A brand
brand:
a person’s gut feeling
about a product,
service, or organisation.
[Image and definition: The Brand Gap, Marty Neumeier]
19. The experience is becoming brand perception
THE BRAND THE CUSTOMER EXPERIENCE
UNDERSTANDING
PROMISE RELEVANCE
CONSISTENCY
PERCEPTION AUTHENTICITY
&VALUE
DIFFERENTIATION
20. Digital makes the gap between your brand
promise and experience all too obvious
BRAND EXPERIENCE
PROMISE REALITY
22. Consumers are constantly adapting to new technologies
Search Find
Comparison sites Evaluate
UGC Authenticate
Social Share
All the above,
Mobile
all the time
25. Product Geographic Functional Channel
Organisations live in silos
26. BRAND X
PRODUCT SALES MARKETING OPERATIONS IT RETAIL
Organisations live in silos
27. BRAND X
PRODUCT SALES MARKETING OPERATIONS IT RETAIL DIGITAL
In-store Offline Infrastructure Web
Web Online eCommerce Mobile
Contact
Social!!!
centre
Digital is still a bolt-on to many
brands and their business models
34. 2. You need to make the connection between your
customer experience and the drivers for brand value
Experience
drivers
Experience Net
drivers Promoter
Score
Experience
drivers
Experience
drivers
35. 3. You need a vision which can inspire
and create organisational alignment
36. 4. You need a roadmap and business case
which brings this all together
UX strategy
A long-term plan to align every customer touchpoint
with your vision for user experience, and achieve a
measurable increase in commercial yield.
39. Three things you can do today
1. Complete the picture of the customer
and map their current experience &
pain-points
2. Establish experience design
principles
3. Design a customer experience vision
40. 1. Map the current customer experience
Many organisations still allow opinions about customers
to dominate decision making.
Yet most organisations have plenty of research to hand
but can’t use the insights to align stakeholders & spot
holistic problems and opportunities.
41. 1. Map the current customer experience
Turn all of your current insights into
documentation you can use to align
stakeholders and map value
Personas
Customer journeys maps
Pain-points (& pleasure points)
42. 2. Establish experience design principles
Experience design principles describe the core values
of the user experience of a product or a service
Experience design principles should be aspirational
and inspiring
They form the basis for creating a vision of your future
customer experience
43. 2. Establish experience design principles
CUSTOMER BRAND
GOOD DESIGN
EXPERIENCE ASSETS &
PRINCIPLES
INSIGHT VALUES
1. Based on customer
What is the current experience research What are our brand values?
like for our customers?
How do we want the
What do they like?
2. Short & memorable experience to be an
expression of these?
What are their frustrations 3. Cross-feature
and pain-points? What are our differentiating
assets and capabilities
What can we learn from 4. Specific
our competitors?
5. Non-conflicting
Have they been delighted
before by similar
services/offerings? How? 6. Measurable
Why?
We would like to build a long term relationship to help you create market leading digital experiences for your customers.
AUTHENTICITYThe brand is soundly based on an internal truth and capability. It has a definedheritage and a well-grounded value set. It can deliver against the (high)expectations that customers have of it.RELEVANCEThe fit with customer/consumer needs, desires, and decision criteria across allrelevant demographics and geographies.CONSISTENCYThe degree to which a brand is experienced without fail across all touchpointsor formats.DIFFERENTIATIONThe degree to which customers/consumers perceive the brand to have adifferentiated positioning distinctive from the competition.PRESENCEThe degree to which a brand feels omnipresent and is talked about positivelyby consumers, customers, and opinion formers in both traditional andsocial media.UNDERSTANDINGThe brand is not only recognized by customers, but there is also an in-depthknowledge and understanding of its distinctive qualities and characteristics.(Where relevant, this will extend to consumer understanding of the companythat owns the brand).