Customer experience and brand promises
The Customer Expectation is measured as an alignment between Client’s expectations and his concrete experience from a company or a brand.
The expectations that the Client creates and the tools he approaches to a company, a brand, a product or a service are the result of a complex process in which numerous factors are involved.
One of the most important elements that are in the forming process of Client’s expectation is representing of explicit or implicit promises that the company or brand is communicating. It is really important to bring out these “promises” although they are not always that clear and explicit even among the protagonists of the company.
A simple method, but not that easy, suggests comparing the company or the brand to a person and answers these questions:
Adaptation of Italian Customer Intelligence from Aaker’s Brand Equity model
If your brand / company was a person:
- What style and look it may have?
- What characteristic and prevalent attitude would it have towards life?
- What orientation would it have in the future?
- What characteristic and prevalent attitude would it have in face of others?
- How do you define the “heart” of this person?
Here you are, perhaps by thanks to an internal survey and to the five adjectives that define your person-company, you‘ll have a very decisive object in your hands! Indeed, the five adjectives are describing the “character ” of the experience in which you would like to propose to your customers in every “touchpoint“, in any relationship occasion and at least in the most strategic ones (read the full article here).
You just have to ask customers to describe their experience with your company / brand / product or service, by some qualifications. If the alignment is completed… Well, congratulations!
If it’s partial … You can always improve!
If it is nothing… Then there is a hard work to do. But it’s worth it!
An advanced Customer Experience is connected with purchase rate, its average value, customer loyalty and investment attractions.
Good job!
