Customer Experience Branding is the new Advertising
Let’s be brutal about this, the effectiveness of advertising as a tool to drive business and build brands is severely diminished. Today, the most powerful weapon in the armoury of most businesses is the customer experience it delivers.
“In the old world, you devoted 30% of your time to building a great service and 70% of your time to shouting about it. In the new world, that inverts.” Jeff Bezos, CEO Amazon
There is no escaping it, and nor do we want to, as this belief has underpinned our business since its formation in a barn near Manchester in 2000. In those days we were a lone voice, but now every major corporation and consultancy is talking about improving customer experience. Job titles are changing, there is a customer experience conference every week, it even has its own acronym – CX.
But, whilst everyone is talking about it, they are still missing the point.
Merely improving customer experience is not enough. To make it truly compelling, the digital and physical experience must be treated as one seamless experience with the positioning, values and personality for your brand hot-wired throughout.
In short, your CX must be branded.
Yes, we have entered a new era of brand building. One where the disciplines of customer experience and user experience (UX), business improvement, colleague engagement, innovation and communications combine. When it works brilliantly it busts silos, empowers teams and simply builds better business.
We call it Customer Experience Alignment.