Tuesday, 21 July 2009

Brand experience is a strategy, not a slogan

I’ve borrowed (and slightly changed) this quote from an article in a new Peppers and Rodgers on-line journal

It is a great article; take a look [Customer Strategist]

It supports a number of points I've made before...

Delivering great brand experience will grow the bottom-line:

“.. several recent studies confirm the link between customer experience and bottom-line performance

Emotion contact is more effective than rational communication. It’s about what you do and how you treat consumers, not what you say, that is more influential:

“Customers feel first and think second—and interactions with a company strongly influence their heart and produce a longer lasting impact than communications directed toward their heads.

Training and culture are key:

“Many companies lack the employee training and automated processes necessary to create the insight, interaction, improvement, and orientation necessary for a successful customer experience program.

“Simply revising structure and technology doesn't suffice; company culture has to be changed for improvement."

If you want to build a competitive advantage consider seriously how you can work with others in your organisation, maybe using the PDD framework, to find ways to deliver compelling and relevant brand experiences that will genuinely WOW consumers.

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