BT are changing their approach to customer relationship building

If you work in a brand organisation and are involved in building customer relationships go to www.research-live.com and watch this video [click for link to site].

In the video Nicola Millard, from BT, talks with passion about the future, social media and customer relationship building.

BT used to have one of the worst reputations for customer care. They want to change.

Nicola has been bought in to shake-up some of their old established ways of doing things.

She explains in the video how they are working out how technology and internal networks can help them deliver brand experiences that will delight consumers.

The video is refreshing and fascinating.

Nike have invented another clever way to get themselves noticed

I love this idea.

It’s a superb Cause Related brand experience that will get Nike noticed.

Imagine being a participant or spectator of the Tour de France and seeing messages of hope in the fight against cancer written on the road.

Nike – with various partners – have created a giant robotic writing tool that chalks messages feed by Twitter and text. It can also send pictures of the messages back to their writers.

This smart use of technology will deliver relevant, unique and powerful brand experiences that people will remember and talk about.

Powerful stuff.

Disney improve in-store brand experience

Disney are masters of creating brand experiences that delight consumers.

At their parks they deliver magical experiences that kids remember and talk about.

Apple are also masters of brand experience

Their shops are a delight for consumers.

The fact that Disney are working with Apple (Steve Jobs is on the Disney board) to revamp all their stores is a really smart move.

Stores improvements include:

• Theatres where kids can watch clips.
• Interactive displays.
• Role-play costumes.
• Speak to characters via satellite
• Touch screens where parents can book a Disney Cruise.

Their goal is simple: “It’s about making this an experience rather than just picking up a toy,

A spokesman for Disney said:. “You have to build a brand experience that’s enriching enough in its own right, but also amplifies that experience after they leave the store.”

I am confident they will get it right.

Other branded retailers should watch with interest.

Evian babies rock

I love this. It's been out for a while.

It definitely delivers a brand experience that makes you smile.

Delivering a great brand experience in-store will drive revenues.

ICC Decision Services just posted about a recent JD Power pharmacy study that highlights that satisfied customers are:

1. 3+ times more loyal
2. 7 times more likely to recommend their pharmacy to others (the power of social media increases this number exponentially).
3. Spend loads more (av. $30 more per visit than those who are less satisfied)

I talk about this a lot.

I know, it’s kind of obvious, but given the potential upside why don’t more stores get it right?

Brands must focus on delighting consumers to build advocacy

In my view advocacy should be the primary goal for all brands. I talk about it a lot.

Why?

Simply because when an influencer (e.g. friend, family, expert, etc) advocates a brand (e.g. speaks up and shares their beliefs, experiences and passions for it), they are:

a) currently likely to be a loyal consumer (key for retention/sales)

b) conveying a brand experience to potential consumers that is more effective than advertising (key for recruitment/sales). [See my Nikoi Island story.]

One actionable measure of advocacy is the Net Promoter Score (NPS).

This is a number (based on one question) that reveals the relative level of advocacy a brand has versus its competitors. [read this easy to follow explanation.] It is proven that brands with a higher NPS levels outperform competitors, in terms of sales, and those with lower NPS underperform. [If you need robust evidence of NPS effect on business growth check-out London Business School research.]

So, the equation is simple: Increases advocacy = increased sales.

Okay... so I’ve argued that advocacy is important and powerful.... so what...

I will post soon about different levels of advocacy.

Discovering ways brands deliver brand experiences that delight consumers is a passion of mine. Sharing these observation and learnings is kind of the main reasons I write this blog.

If you have any great stories please let me know.

Brand experience at the first moment of truth that grabs attention

I am not a designer but enjoyed this collection of top 40 beverage package designs posted by the dieline.

It is vital to get great looking packaging that delivers a brand experience at the 'first moment of truth' (the first time a consumer has to part with their money for your brand).

Here are my (rather obvious) guidelines:

• Make it beautiful
• Make it appealing
• Make it stand-outs vs competitors
• Make it informative
• Make it consistent with what your brand is all about
• Make sure you don't change it too often

Oh yes, one last thing... make it easy to use.