Perfecting the brand promise in the location

Posted on Thursday, April 19th, 2012 by Steve Raher

I had the good fortune to once again contribute some of my thoughts to Customer Experience Magazine in a short article.

In the article I describe how all brands strive for the same goal: to deliver great moments to customers through a compelling brand promise. These moments can become the lasting memories that drive loyalty and brand advocacy.

To do this first requires that brands have a deep understanding of the journey that customers take when interacting with a brand.

One key component of that customer journey, and where the most critical moments typically occur, is inside the walls of a brand’s locations. Whether a retailer, or a local pub or restaurant, it is within these locations where brands must tell a consistent and compelling brand story.

Customer feedback programmes have been used for many years as a mechanism to ensure operational efficiency in delivering on brand promises. However, in many cases results have hit a standstill. One of the primary reasons for this is how feedback programmes have evolved into an exercise of complex data analysis with a focus on reporting and viewing data, rather than driving actions and new behaviours with front line staff.

In the article I go on to discuss how a great customer experience programme can evolve to get back to its original objective of creating great experiences. I encourage you to read the remainder of the article here.

This entry was posted in What do I Need to Consider When Choosing a Vendor? and tagged advocacy, Brand Advocacy, brand promise, CEM, customer experience management, loyalty, UK. Bookmark the permalink.