One of the current big focuses of organisations at the moment is the creation and improvement of customer experiences that increase their “stickiness” to their customers. This is, in the main, a quantitatively driven “processes” focused on creating efficiency for the company and the customer.
But we need to give our customers more than just efficiency and we need to give our people a real sense of direction and purpose in order to motivate and inspire them to be brilliant at delivering our brands right at the point of contact with customers, wherever and whenever that might be.
This is where the brand comes in.
The more we can inject the brand’s understanding the needs and wants of customers, the more it we have the potential to create and deliver trusted relationships based on relevant insight and emotional “feel” rather than just the internalised stats of improved performance.
It therefore makes total sense to put the brand right at the centre of any customer experience to inspire the people we ask to deliver it and for the customers who consume it.
Bain Consulting call it “One Brand”, which makes sense because it works both inside and outside the business. If the people of the business are not inspired by the brand and its insights how can we ask them to deliver it with consistency and vigour? We must help them see the holistic perspective of the experience and not just the individual “moment” they are dealing with the customer. Seeing the whole customer journey is an enlightening experience for us all, as we can see the role and value of our individual contribution in making something very special happen.
A danger is that in measuring the minutia of each touch point rather than the whole we miss key interaction that are off our “dashboard’s radar”. So the trick is to measure the holistic brand driven experiences and not just quantitatively efficient customer “moments”. So customer outcomes become as important as process inputs.
How we make customers feel about their experiences is the key to them giving us money. The more we give them a holistic positive feeling the more they will give us in terms of their time and money, the more we delight them with our brand experience the more they will advocate us to others, and there lies the path to long term sustainable business.