tumblr_o7aa29ESrx1rbt0sio1_250

Customer experience is critical to business success. But customer experience simply for customer experience sake can leave businesses chasing customer whims that don’t align with operational goals or brand identity. (See Figure 5 in Thriving In A Post Digital World). Forrester Senior Analyst Joana van den Brink-Quintanilha tackled this difficulty of balancing customer experience and brand experience in her after-lunch presentation at Marketing Europe 2016.

Her research identifies four ways to avoid brand and customer experience dissonance:

1) Paint a vivid picture — This is not about building a 60 page static brand strategy, but rather determining the key emotional moments a customer goes through and identifying how to meet those needs with on brand experiences. AirBNB storyboarded critical moments for both their hosts and guests and uses these storyboards to focus the efforts of marketing, customer service and employee training.

2) Interweaving tools and techniques — Marketers use segments and the customer lifecycle, while customer experience folks rely on personas and journey maps. This to-do means to dovetail the tools that each of these constituents uses. For example, Virgin Atlantic integrated ethnographic studies, voice of the customer data with traditional competitive research and brand health metrics to create a functional and emotional understanding of key traveler segments.

Read more

via Forrester Blogs Shar VanBoskirk

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s