Design a Cohesive Brand Experience to Promote Expansion
The impact of your brand experience extends beyond your marketing team and has a direct correlation to your business’ financial success. Developing a cohesive customer experience strategy across all channels is crucial in establishing a consistent brand experience. A positive customer experience can significantly improve both customer perception of your brand and your business’ overall performance.


Building a Brand Is No Longer Limited to Customer’s Perception of Your Products, Goods, or Services Alone.
The brand experience now encompasses all interactions between customers and your organization, including digital advertising, IVR menu, chatbots, self-service content, and customer service interactions. These interactions collectively shape your brand promise and how it is perceived by customers. Ensuring that your brand promise aligns with customer perception is crucial as every interaction can positively or negatively impact the overall customer experience. Delivering a consistent and coherent customer experience strategy is vital for both brand perception and company profits.


The Experience Of The Customer Is The Experience Of The Brand
The customer experience plays a crucial role in brand choice for 91% of consumers. A positive experience can even justify a higher price, while a negative one can lead to loss of business. As a business expands, it becomes important to ensure consistency in the customer experience, which aligns with the brand promise and meets customer expectations across all channels and locations


The Difference Between How Something Is Perceived and How It Actually Is
The ideal customer experience varies for each brand and industry. For example, a no-frills, highly automated experience may be sufficient for a budget airline, while luxury hotel customers expect personalized attention. To align customer experience with brand promise, it is essential to compare internal perception of the brand with customer perception. Utilizing customer analytics can aid in identifying discrepancies and areas for improvement in customer satisfaction.


Uncover Additional Insights Using Data
Examining unstructured data such as survey responses, case notes, website comments, social media posts, and clickstream analytics can reveal pain points in the customer journey. Identifying instances of excessive customer effort and areas where the brand exceeds expectations can inform business decisions and improve customer experience across all channels. By analyzing all channels, an organization can develop a comprehensive understanding of customer experience in relation to brand perception. The insights gained from this process can guide the organization in creating a unique value proposition and differentiating the brand experience through effective use of touchpoints.


Which Interactions Are Important?
Different touchpoints hold varying levels of significance to customers. To distinguish your brand through customer experience, it's crucial to identify the most crucial interactions. Some touchpoints evoke more emotions than others. To achieve sustainable business growth, effort should be focused on providing exceptional customer experiences that align with the brand promise, specifically in high-impact moments. Additionally, tailoring experiences to specific customer segments based on their lifetime value can be effective.


A Unified And Consistent Customer Experience.
Evaluating these significant touchpoints from the customer's perspective can reveal where improvements are necessary and whether the experience is consistent across all channels. For example, is an unhappy customer's experience the same whether they reach out through online chat or speak with an agent on the phone? Additionally, when interactions involve multiple channels, such as starting with self-service content and escalating to a live channel, do customers have to repeat themselves or start over? This can have a negative impact on their perception of the brand. Many customers expect continuity as they switch between channels, and 83% of customers expect that even complex issues can be resolved through a single live channel interaction.


Achieving Optimal (Positive) Results.
Designing memorable customer experiences can strengthen the connection between your brand and customers. Research has shown that an experience doesn't have to be entirely positive to be remembered positively. People tend to remember the emotional high point and the end of an interaction. Thus, the goal should be to create an emotional high point and a positive conclusion to the customer experience. The "peak-end rule" illustrates this concept. An example of this is Chewy, a pet care brand known for its exceptional customer service. Even when faced with a negative situation, Chewy's attentive and caring approach turns it into a positive brand experience for the customer.


Empower Your Staff to Serve Your Customers.
Your front-line customer experience (CX) staff play a vital role in delivering an exceptional customer experience. They are often the ones who can provide understanding, empathy, and emotional intelligence when a customer is in need, which is key to creating an emotional high point and a positive conclusion to the customer's experience.
For this reason, ongoing training and the use of appropriate technologies are essential. For example, by using speech and text analytics, customer emotions, sentiment, and intent can be tracked and flagged in real-time. This information can provide agents with the insights they need to guide the interaction towards a positive conclusion.
Additionally, the right analytics solution can also give managers and coaches real-time feedback on agent performance. This allows for any areas that need improvement to be identified and addressed as part of a continuous improvement process.


Dedicate Yourself To Ongoing Improvement
Achieving consistent brand experiences across important touchpoints to drive business growth requires a commitment to ongoing improvement. As customer needs and the business environment evolve, it's essential to work with experts to support these initiatives.
Whether working with a Business Process Outsourcing (BPO) partner or managing it internally, the ability to shape your brand's message, market positioning, and customer perception is within your control and can be guided by a well-crafted customer experience strategy.
Some customer interactions are more emotional than others, so the goal should be to enhance the experience while keeping delivery costs low. The most effort should be focused on delivering a customer experience that truly reflects the brand promise during the most critical moments. Additionally, creating tailored experiences based on customer lifetime value and segmentation may also be beneficial.
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