CUSTOMER EXPERIENCE

It is essential for the branding team to look up from the desktop and see the world through the eyes of the consumers

Shopping has become a subset to being entertained and engaged.

The next disciplinary seismic shift in branding is customer experience:

1. BUILDING LOYALTY

2. LIFELONG RELATIONSHIPS AT EACH POINT OF CONTACT.

The vast amount of purchasing choices is inspiring companies to enhance the brand experience to lure and keep customers. Every customer contact provides an opportunity to enhance an emotional connection. A good experience generates positive buzz; a bad experience becomes a lost opportunity sabotaging the brand.

EVEN THE MOST MUNDANE TRANSACTIONS CAN BE TURNED INTO A MEMORABLE EXPERIENCES.

Donovan/Green identified moments of truth for a hotel guest that ranged from sighting the hotel from the highway, walking into the front lobby, and glimpsing into the room. The firm viewed each touchpoint as an opportunity to create a memorable and positive experience to support the brand culture.

The art of being a retailer is to preserve the core while enhancing the experience. It is very hard to do and many people have lost their way.

Brands really need to push for reinvention and renewal and to extend things without diluting the core Essence of the brand.

Customers always achieve a sense of discovery when there is always something new to try.

That really is achievable if and only if brands engage their customers with a good yet memorable experience.