Customer experience as a concept has been around for over fifteen years now, but it is still often confused with CRM or considered to be a fancy name for customer service. Search the web for a definition of customer experience, and you’ll be overwhelmed by a myriad of carefully crafted offerings. But essentially, they all come down to the same thing: customer experience is the customer’s perception of a brand determined (consciously and subconsciously) by every interaction they have with your business. It is in effect, determined by everything your brand does.
Your Brand Affects Customer Experience
The brands that are transforming markets today and creating real differentiation and loyalty, do so because they see everything they do as part of the customer experience. Never before have customers had so much choice. And because of fierce competition and the efforts of businesses to improve their performance over the past few years, the service and products which customers get are generally good.
A Dramatic Difference Counts
But good is not good enough. The brands that stand out are those that have the courage to pursue purpose beyond profit, to engage, entertain and educate their audiences; and who see their customers and employees as members of a like-minded community. These brands succeed because they provide an experience that is not just different, but dramatically different. Only then will you put your brand at the forefront of your customers’ minds whenever they need the kinds of products or services you offer.
Every TouchPoint Matters
The challenge for businesses is how to define and deliver this kind of experience so that it works every day across every touchpoint. While it’s evident that customer experience management is high up on the leadership agenda, there is still much debate as to the best approach to take. At BranWorks, part of our approach is the use of WOW Branding at every critical touchpoint along the buyers journey. This often determines whether they become a loyal customer or they walk away, never to be seen again.
About the Author
Gordon Conner is a Marketing & Branding Consultant/Coach who helps build WOW brands for small local businesses. He has been providing advertising, marketing and branding and services for 40 years and lives in Midlothian, Virginia. He can be reached at Gordon@BranWorks.com, or www.BranWorks.com.