Successful brands make every moment count
Published by Nick Hall on 15 February 2011.Promising something and failing to deliver is one of the fastest ways to go out of business.
Conversely, making a promise that resonates with your intended audience, and then designing the customer experience to reinforce - or even enhance - that initial promise is the most effective and organic way for a brand to gain a loyal customer following.
That's because what your brand says to potential customers is far less important than how your brand treats the customers it already has.
Step back and really look at all of the different ways your customers come into contact with some aspect of your brand, understanding some of them will be inanimate things like an invoice or a package, and others will be human interactions like a phone conversation or a meeting.
Now, consider how each of these interactions could be better designed to reflect what your brand promises. Ask yourself how this exchange, at this moment in time, would make you feel towards the product or service you're offering. Look also at the sequencing and voice of information your customer is exposed to. When we do this for our clients, we usually discover repetition and inconsistencies from one touchpoint to the next, and if we notice it, you can bet customers do too.
Highly successful brands are well aware of the value that an insightful, empathetic and brand centric customer experience delivers.
Remember, every customer touchpoint is a marketing opportunity.
Comments
Les risques demeurent faibles de luxe vendant des que le tadalafil etait magique. cialis europe Les risques demeurent faibles de luxe vendant des que le tadalafil etait magique. (from crexkneeria on 21 February 2012)
