Differentiating a brand in today's market requires expanding brand management from a traditional product, price, place, and promotion focus to a focus on experience as well.
A brand will stand out if it delivers its brand and customer promise in the context of the full customer experience—whenever and wherever the customer interacts with the product or service. Companies that lapse at any point in the customer experience can send the customer in search of a different brand.
Customer experience manifests in social selling, content marketing, social media and every touch point on the customer journey. Your customers don’t want it. They require it. Here are nine experiences your customers demand in today’s economy:
Forest Gump couldn’t have said it any better – “Simple is as simple does.” Brands providing an integrated experience across channels make it simpler and easier for customers to engage.
Making it easy to find your brand and consume your content is the key to winning their heart!
Your customers do not want to be sold your stuff. They want to be educated on how your stuff can help them – then they will buy! Customers are self-educating, so integrate education and relevant content into their experience.
You can’t make all of your customers happy all of the time. However, you can resolve most of their bumps in the road. Your customers expect resolution to help self-resolve an issue!
Smart, connected customers, expect personalized experiences. Customers require an experience that is all about them!
Customers’ heads are spinning with cyber-security breaches. People will share their details to enable a great experience. Just make sure you explain how you are going to securely handle their identity.
Marketing automation has created this ‘bland-compliant’ messaging. The customer wants a little personality and delight with their relationship with you. You have to work hard to differentiate yourself from the competition. Brands can combine a little bit of big data and creativity to create a priceless connection with customers!
Fear of missing out is the number one fear. You want to be always-on with cross-channel access to your brand so they never miss out on not missing out. Investing in an always-on and brand-to-demand strategy makes sense.
Providing a mobile customer experience is not an option, but a requirement! Customers want mobile access to your brand.
88% of consumers trust online reviews as much as personal recommendations. Consumers will continue to build up their trust by using Yelp, Trip Advisor and Amazon Reviews, and their social media networks. How do brands build trust? Listen, respond, and do what you say you are going to do – just like any good relationship.
Managing a brand for success requires commitment to a brand promise that is built around the way the customer experience affects customer behaviour. Delivery of the brand promise must be both unique and consistent against the touch points that drive customer behaviour.