The true impactof the internetCustomers
no longer haveto stay with brands thatthey are not ecstatic about.No amount of clevertargeting will overcome thissimple truth. In almostevery category, it’s too easyto switch to a new providerfor a product or service.
Customer experience is the biggest
driverof loyalty and customer recommendationsNote: *As measured by the Forrester Research “Customer Experience Index”Source: Forrester Research: Manning, Harley; Bodine, Kerry (2012-08-28).0.71 0.65Correlation between customerexperience index and futurepurchase intent*Correlation between customerexperience index and positiveword-of-mouth*
Social media is best used
to support, notreplace, a great customer experienceSocial media offers tremendouspromise for brands that canincorporate it into a broaderstrategy of building and managingrelationships with customers.Promotional gimmicks aimed at “buying” likes on Facebook orre-tweets on Twitter have little true impact on a brand’sfortunes. Such approaches are applying, on the internet, thevery tactics that the internet has already made redundant.
Six prescriptions for buildingpowerful brands
now1. Outstanding experiences trump outrageous promises2. A great customer experience is not an accident, it must bedesigned3. Companies need to work across departmental boundariesto design and deliver those great customer experiences4. The best, most credible, brand stories are developedorganically, through real-world interactions with customers5. Digital strategy and customer relationship strategy shouldbe developed together, as two sides of the same coin6. Empower frontline employees to use social tools to buildstrong customer relationships
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