HOW THE BRAND EXPERIENCE CAN BE DESIGNED AND DELIVERED TO MEET CONSUMER EXPECTATIONS
Once your brand has come to understand the chaos that your customers live in, and crafted messaging to cut through the cluttered media environment, there’s the most important part of the process: getting people to buy products and services.
That process, too, has become more complex than ever: People research, buy, and recommend products and services across a multitude of touchpoints that include social shopping, voice assistants, ecommerce and physical stores.
Here are three best practices to deliver a coherent customer experience and in turn, drive brand equity and sales conversion:
Design experiences that shape and reinforce customers’ expectations
The customer experience is an integral part of the brand promise and has a critical impact on brand equity, purchase and recommendation – or, in other words, your ability to earn loyalty by reducing chaos. As such, the customer experience needs to be designed and delivered so that it meets and reinforces expectations.
And while positive experiences are a boost, negative experiences should be avoided at all costs: When customers’ experience with a brand exceeds their expectations, they are 9% more likely to continue their relationship with the brand. In contrast, experiences that fail to meet expectations are even more impactful than positive ones, making people 69% less likely to continue buying the brand.
Measure and optimize all touchpoints in the experience
As customers’ experiences become more fluid across channels, it is imperative for brands to continuously measure all touchpoints of these experiences.
This requires a combination of listening posts from voice of the customer studies to understand NPS and CSAT, to omnichannel insights through digital experience measurement and social data integration, to mystery shopping programs.
Leverage AI to personalize the experience
When it comes to personalization and product recommendations, generative AI is an essential (and still growing) tool brands can leverage to help consumers dig through chaos, offering necessary context to their experience.
While AI and machine learning have powered recommendations for over a decade, generative AI’s content personalization can help guide consumers to the perfect niche product.
Meeting and analyzing customer expectations for retailers selling SnackEase
You’re a retailer adding a new snack product to your inventory, but do you customers value this category? Are they finding the products they desire? Without evaluating the customer experience, your only insights may be sales data, and that doesn’t tell the full story.
By measuring all touchpoints in the customer experience, you can evaluate if SnackEase is discoverable, desired, and a more satisfying product in your selection. Ipsos data shows that 63% of companies that invested in Experience Design / Service Design in the last 12 months saw immediate improvements in financial performance. Great experiences lead to revenue time and time again!
