- •品牌体验 在消费者成为客户之前迎合他们，并推动你的品牌认知。
- •客户体验 帮助引导客户完成交易或与品牌互动。
高达 83%的消费者 承认，品牌对待他们的方式和他们所销售的产品一样重要。《福布斯》报道的同一项研究表明，73%的人愿意为一种产品支付更多的费用——如果他们喜欢这个品牌的话。
- • 相关的
- • Offering a 100% customer satisfaction guarantee
- • Following up with customers thoughtfully
- • Contributing to organizations that do good things for the world
Customers care about these things, and you should too.
Make Your Brand Experience More Meaningful
According to a Harvard Professor, 95% of purchasing decisions are driven by subconscious urges, the biggest of which is emotion. In this way, positive and negative experiences directly impact customer loyalty, repeat business, sales, brand perception and referrals.
And especially these days, customers have extremely high expectations, based on budget, time, safety, and convenience. Effectively communicating and servicing customers with these in mind is key as it relates to a memorable brand experience.
Essentially, it all starts with excellent customer service and making sure you have a knowledgeable staff that has the customer’s best interest in mind. Empower your staff members so they can instantly solve customer issues on the first call/contact — whether that means activating a refund or coupon on the spot — rather than having customers wait for their request to go up the chain at all.
Close the loop on customer contacts by making sure all efforts customers make to reach your brand via phone and online are returned, ideally with a note personalized to the topic or issue the customer mentions. This targeted interaction (whether online or in-person) helps your brand stand out amongst the rest.
Moral of the story? Go above and beyond for the person, not just the customer.
Ask Customers About Your Brand Experience & Grow Organically
Once a customer has purchased your product or used your service, the brand has an opportunity to grow organically without marketing spend. How? By reaching out to customers who have used your brand/products to learn from their experience. This can open new paths for brands to expand their reach and customer base.
For example: does your brand provide a service to homeowners? Ask your customers if they have a service-sharing site online with their neighbors or HOA. If your service/costs are favorable to your customers, getting your brand listed on those sites can generate new customers for years, with $0 spent to market to them.
Ask, and you shall receive feedback.
Your Brand Experience will Lead to Loyalty
As you think through your brand experience, run through this priority checklist:
- • Am I making the customer feel special?
- • How can I customize our customer service?
- • Am I under-promising and over-delivering?
- • Are we consistently measuring brand performance?
This starting point will absolutely lead to longer-term customer relationships and loyalty. If you’re still not sure where to start, feel free to take our short Journey To Joy Quiz to get an idea of what you need to make your customers happy.