What is Customer Experience?
Whatever you think or say about your brand is academic, if when a customer engages with it, their experience doesn’t match their perception. Your brand is what your customers feel about you, not what you say, and those feelings are shaped every time they see, touch or buy from you. In a hyper-connected world, your brand is your reputation, and your reputation is your most important business asset. And as we all know, reputations can take years to build and seconds to shatter.
It follows then, that ensuring that at each and every point of your potential customers journey the core values of your brand are consistently represented. Buying an electrical appliance that promotes simplicity of use only to be presented with a 250-page instruction manual dilutes the whole essence of the brand and poisons the customer experience.
Today, technology enables so many ways for us to delight customers and deliver exciting experiences. But are you doing it?
You can now order your morning coffee through Facebook Messenger and be messaged when it’s ready to collect. The same messenger bot can also play Spotify songs based on your mood. These touch points and data deliver insights about our customers and their interests that can help us understand how we can better serve them in the future.
Brand relationships are certainly evolving and expectations have never been greater, people have now become programmed to want more and do less. Convenience is king and attention is the new currency. Technology can enable convenience and deliver extended choice, but it’s your brand experience that determines whether people buy into you as well as buy from you. As ever, brand and technology is not a binary choice.
Considering every stage of the journey from the outset and delivering a consistent brand experience is paramount:
- Initial consideration: The customer considers a number of brands based on perception, word of mouth and exposure to brand messages (understanding customer motivations and communicating benefits across relevant channels widens the consideration set)
- Active evaluation: At this research stage customers may add or subtract brands based on available information (a well thought out, mobile enabled, website is critical) and peer reviews (building a community of advocates and an integrated social strategy helps)
- Conversion/purchase: Opportunities exist at the point of purchase to consistently reinforce benefits and make the path to purchase as simple as possible (behavioural insights and choice architecture are important)
- Post-purchase/loyalty: Experience that matches perception of the product or service leads to repeat purchase and advocacy (helping with the active evaluation stage). Aftersales service and complaints handling should also be treated with the same brand consistency with feedback loops back to product and brand teams.
Key Parker works with clients to map customer touch points and design compelling, consistent and relevant experiences. We ensure those experiences are insight led and seamlessly delivered to build an engaged and loyal customer base.
If you think we could help you, then please get in touch.