So, if you have not got an opinion, nor a considered
approach nor sit in the vanguard of developing your own Customer Branded
Experience then get going now or be prepared to be ever following your
competition or a worse fate still.
It is very simple a positive customer experience will keep
consumers coming back to you a negative customer experience will make sure they
remain wavering consumers prey to your competitors overtures they will be
firmly in the market melting pot - looking for alternatives - searching for
something new. They want to be so WOWED
they will tell their friends, be proud to call themselves a customer, to wear
your brand as a badge of honour, or tell her next door how they solved that nagging
problem by using the new service at the local council that you created.
A very positive experience will get your customer talking
about you and your service, telling family, friends, and colleagues about your
service. A break through highly differentiated experience will have your
customers converting to become advocates of your brand. You will have a whole
army of brand champions fighting your battle for share of voice and selling
your product for you.
The absolute winner is that if you can produce a
breakthrough customer experience that breaks the norm - breaks new ground, wows
the audience and surprises and delights the market then you will have a viral
wild fire campaign on steroids - sweeping all before you to a dominating market
position.
Can you achieve a customer experience breakthrough of your
own? - And can this breakthrough be the market sweeping branded experience that
accelerates your business and personal success?
Customer Experience (CE) is what is left behind when a
customer has had any kind of interaction with your company. For the customer this can be tangible or
emotional. What is left is the essence
of business, it is what makes up your brand value the future intentions to buy
from your customers, it is what is spoken about you and your service in the
market it is your reputation. Customers
want service at the speed of life and they want information at the speed of
light.
In the current competitive landscape the positive and
negative impact of a customers experience has been heightened to a new
level. Todays accelerated and magnified
Word of Mouth phenomena has elevated Customer Experience to the top of
competitive strategy. Viral on steroids, web, mobile, proliferation of consumer
groups, forums, pressure groups, discussion groups and the power of the
minority as well as people focused media with content, created by communities -
has all transformed the marketing and business landscape.
CE matters because directly or indirectly it determines the
total value that your business will create and the longer-term sustainability
of your business. Good Customer
experience has a positive multiplier effect on Customers and your business
value, while the converse is true for bad customer experience.
So what to do about
it? Well you need to pull together all the right ingredients to make an impact.
The best ingredients can be found by looking at what the best in the world have
been doing and understanding how they can be emulated.
The leaders are focusing all their efforts to take the
perspective of the customer to see things from their point of view to put
themselves in their shoes. Everyone from the leadership team downwards are
focusing on what it takes to transform the perception of their service to their
customers by aligning their brand, with the reality of the operation with the
experience of the customer.
This we call The Branded Customer Experience. The branded
customer experience helps you to connect all the communications to the market
with the reality of the experience. What are the brand values that we try to
emulate in the way we present our image, the way we package our product, the
way we sell, the channels we use and the partners we associate with.
The same questions need to be asked when we consider our
operation and when we design the call centre experience, how we execute our
billing process, the way we chase bed debt in fact every part of our operation.
When you asses the best in the world there are a number of
crucial ingredients that are required to develop your own Branded Experience
These can include the way we lead our business, the empowerment of our people,
how we engage customers, the way we reward customers, channels and staff,
approaches to aligning our business to the market and much more.
There are many things to do but there are key sets of
principles that are in fact rules that if not followed will invariably lead to
the ruin of your most vital business asset Your Customer. If followed these
rules will lead unbridled success with market dominating positions as your
break through branded customer experience leaves your competitors behind. The
Customer Fanatix Team have created a set of rules that have been extensively
researched with the leaders in break through customer experience and they are
called "The Ten Immutable Laws Of Branded Customer Experience".
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