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
- Sony and IKEA
- Louis Vuitton
Nunwood: Top 100 brand for customer experience (UK) - Amazon, John Lewis and Virgin