According to McKinsey, there are three C’s of customer satisfaction: consistency, consistency, consistency. Gallup recently published a research stating that customers that feel emotionally connected are more loyal to businesses that not.
As a marketer, I cannot agree more with both the statements.
It begs the question – is branding important for companies or products? Or is it yet another marketing techniques which has no ROI. In order to answer that question – let us first understand brand experience – as described it is “sensations, feelings, cognitions and behavioral responses evoked by brand -related stimuli that are part of a brand’s design and identity, packaging, communications and environments”. Or simply put, brand experience is an aggregate of all touch points across the value chain or buying process and after sales support including, learning about the product or company like social, media, website, retail store to buying the product, support of products, bill etc.,
Now that we understand brand experience – one ponders how to create brand experience or more importantly create a meaningful one. The first thing a company needs to do is to deploy ways to listen or solicit feedback with respect to the brand experience (or various aspects of value chain).
Some questions that come to mind that can be used to get feedback and engage customers are:
1. What is likelihood that the client will recommend services or products?
2. Does the product and service offer value over and above an alternative?
3. How can one make the products and services even better?
If nothing – this small step towards building brand experience or investing in the feedback loop helps client feel appreciated with the sense that they are being asked and heard. It is a major part of the experience that the client will have with your company.
This is just one aspect of answering the key question “is brand experience important for a company or product”.
There are several other angles – connect with us ([email protected]) to learn more.
Written by
Nauman Jaffar
@Nauman_Jaffar
@MarkiTechOrg
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