Friday, 30 December 2011

Apple, Disney and Google are top experience brands

I borrowed the idea for this chart from the recently published Best Brand experiences study (Jack Morton).

It highlights the different types of brand experiences that can influence a consumer.

It matches fairly closely the experiences I write about on the path to advocacy:

Notice - discovery experience
Choose - digital experience
Buy - shopping experience
Use - product  experience
Loyal - customer experience
Fan - community experience

The key point is that brand organisations need to consider the experiences they are delivering at all touchpoints. They then have to ensure that they are consistent, differentiating and ideally delightful.

That is how brands win consumer loyalty and advocacy.

Check out the  study to see why the following brands appear in the top ten
  1. Apple
  2. Disney
  3. Google
  4. Microsoft
  5. Mercedes
  6. Coca-Cola
  7. Sony and IKEA
  8. BMW
  9. Amazon
  10. Louis Vuitton
Also check my previous posts showing which brands win in other similare studies: 
Beyond Philosophy: Most admired customer experience - Apple, Amazon and Zappos
Nunwood: Top 100 brand for customer experience (UK) - Amazon, John Lewis and Virgin

British Airways were listening to me..

I regularly travel with British Airways, and am an executive club member and fan (check out my posted from March 2009).

I was very impresssed by how they recently handled a tweet I wrote  about being bumped-off one of their flights.

This is a great example of a smart brand organisation that have a social media startegy, including social listening tools, that can help them respond to customer issues.

Consumers will usually forgive a brand that says 'sorry'. 

Full marks to British Airways.