Building Loyalty Through Brand Experience
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In today's market, it takes much more than a quality product to retain a customer's business. Manufacturers need to understand the customer journey and look for opportunities to provide value at each stage by delivering brand experiences. By doing so, they can differentiate themselves from the competitors and become a trusted resource to the industry. Internally, this give employees an additional sense of purpose and inclusion in the overall corporate mission and brand purpose.
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Building Loyalty Through Brand Experience
- 1. Scott K. Henderson Senior Manager, Brand Experience Luminex Corporation shenderson@luminexcorp.com Building Loyalty Through Brand Experience
- 2. What is a Brand Experience?
- 3. •Describes the total impression a brand has on a potential consumer •Refers to the total experience of the brand What is a Brand Experience?
- 4. Who Creates Effective Brand Experiences
- 10. Even in commoditized markets, customer loyalty is driven by brand experiences
- 11. Are Brand Experiences Possible in Healthcare?
- 12. Start Inside • Begin with internal ambassadors who believe in the company’s brand promise • Not only for customer facing employees - Brand Experience belongs to everyone • Create tools based on roles & responsibilities
- 13. Importance of Internal Alignment 70%41%68% Customers leave because of poor employee attitude1 1. Tarkington & Buxton, Study of the US Banking Sector, Journal of Applied Psychology 2. MCA Brand Ambassador Benchmark 3. Ken Irons, Market Leader Customers are loyal because of positive employee attitude2 Brand perception is determined by experiences with people3
- 14. Applying Brand Experience to the Customer Journey
- 15. Brand Experience & The Customer Journey Awareness Education Consideration Purchase Implement Support Evangelize
- 16. Awareness Consideration Purchase Implement Support EvangelizeEducation • Develop content that positions your brand as a resource and raises awareness for challenges facing the customer • Make it known that your brand genuinely understands their challenges and is working to create new solutions • For novel products, this may be the first time the problem is being given attention so it will need more lead time
- 17. Awareness Education Consideration Purchase Implement Support Evangelize • Make it easy to find information on your product • Content should differentiate and also tell your brand story • Make it is sharable, compelling, and interesting • Should result in customers question competitive solutions
- 18. EducationAwareness Purchase Implement Support Evangelize Consideration • Sales people should be trained to listen and provide solutions • Provide tools that help your customer sell internally • Create an opportunity to evaluate your product before purchasing • Connect with other KOLs for peer to peer discussion
- 19. ConsiderationAwareness Implement Support EvangelizeEducation Purchase • Make it easy to buy • Internal customer advocate to streamline the process • Ensure product shipment is on time
- 20. PurchaseConsiderationAwareness Support EvangelizeEducation Implement • Engage the customer after the transaction • Provide extensive training to all people necessary • Create online tutorials that help further customer education
- 21. ImplementPurchaseConsiderationAwareness EvangelizeEducation Support • Build trust in your ability to fix their problem • Subject matter experts for all potential scenarios • Provide portal for sincere feedback that is shared internally
- 22. SupportImplementPurchaseConsiderationAwareness Education Evangelize • Provide opportunities to share experiences (Ad Boards, VIP visits) • Connect employees and Customers • Future product development strategies, clinical trial sites, etc.
- 23. • Engage internal employees to act as customer advocates • Consistently provide value and expertise • Deliver on promises Brand Experiences Can Drive Loyalty SupportImplementPurchaseConsiderationAwareness Education Evangelize
- 24. 11% Before I Buy 49% 1st Purchase / Begin Service 40% When Resolving an Issue 1% When considering competitors Source: 2012 Brand Loyalty Survey, Conducted by ClickFox When is The Most Critical Time For a Company to Gain Loyalty
- 25. • Sincere appreciation for the customer • Differentiate in how customers can engage with your brand • Listen and respond to the needs and critiques • Deliver sustained value throughout the relationship to establish a high level of trust Keys to Building Loyalty Through Brand Experience