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更好的品牌体验如何将消费者转变为忠诚的客户

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你的品牌体验是一个多层次的渠道,它在你和消费者之间建立了联系,无论是积极的还是消极的。是你的个性、价值观和态度推动了你的品牌在世界上的认知。你可以而且应该将品牌体验作为一线工具,将消费者转变为忠诚的客户。但是你怎么能做到呢?让我们首先定义品牌体验。

品牌体验与客户体验

这两个术语听起来可能很相似,但它们有很大的不同,了解它们的区别很重要,这样您就可以将优化工作指向正确的方向。 

  • •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。 


没有强大的品牌体验,就几乎没有机会获得积极的客户体验。因此,品牌在与消费者见面之前,必须思考如何对待消费者。  

消费者如何“体验”品牌?

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。

最成功的品牌是那些正在重新想象消费者拥有的每个接触点的品牌。确保关注消费者体验您品牌的方式: 

  • •口碑 
  • 社会化媒体 
  • •对不同站点的审查
  • 客户努力
  • •参与度和响应能力
  • •新闻报道(正面或负面)
  • •优惠和激励措施 


以下是您如何优化品牌体验,以与客户建立持久的关系。

调整品牌态度/个性 

努力了解客户所经历的一切的品牌,尤其是在充满挑战的时代,可以与客户建立更深层的联系,这种联系可以持续到艰难时刻之后。改变品牌现有的个性,向客户展示品牌正在倾听和同情,这是有意义和重要的。 

你的品牌如何在新老客户中脱颖而出?有时,很难知道这个问题的答案。通过以下方式持续衡量品牌绩效 神秘购物, 客户调查社交媒体监控 将帮助您获得这些答案。事实上,这就是我们所做的(并且已经为各个行业的一些顶级全球品牌做了31年)。 

Learn more about what we do

继续前进,深入思考你的理想客户,然后问自己,“他们正在经历什么?”以及“他们的偏好是什么?”当你回答这样的问题时,你可以保持你的信息和个性一致。考虑到这些偏好, 确保您的品牌:

  • •真实 
  • •值得信赖 
  • •一致性
  • •移情
  • 相关的 
  • •有价值


让您的品牌体验更加难忘 

在现代社会中,消费者不断体验到大量的沟通和信息,而你的品牌在消费者心目中脱颖而出的任何方式都可能对你的品牌保留率至关重要。 

要做到这一点,您的品牌需要提供优质服务,并成为目标客户群的体验目的地。确保您提供令人难忘的品牌体验的方法包括:

  • •快速响应询问(参与)
  • •发送有针对性的个性化电子邮件 
  • •提供移动通信选项
  • •提供各种折扣
  • •提供加急和/或免费交付/装运 
  • •精心包装和产品展示
  • •提供保修
  • •提供合理的退货政策
  • •对包装和运输进行环保更改 
  • • 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. 

Read more: Why Reporting Matters When Developing a CX Measurement Program 

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.

Take Journey to Joy Quiz