CUSTOMER EXPERIENCE IS THE NEW BRAND

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“The magic formula that successful businesses have discovered is to treat customers like guests and employees like people.” – Tom Peters, Speaker, and Author
In this fast-moving digital era, social media has a great influence, especially on urban customers and millennials, without any doubt or delay, brands need to focus on reputation and customer experiences.

Digital transformation has changed the marketing landscape and the customers of the 21st century are getting information on a real-time basis; more than billions of people are now connected online every day. For this very reason, brands have become more approachable. This is now a part of the entire brand building process. 

Customers are always the key and central point of any business. By putting them first, companies can set their vision, mission, and goals to become a customer-centric organization. “When the customer comes first, the customer will last,” said Robert Half, Founder of the Robert Half International.

At the end of the day, it’s the customers who help generate revenue and the employees are the driving force behind it. As Richard Branson, Chairman of Virgin Group once said, “Clients do not come first. Employees come first. If you take care of your employees, they will take care of the clients.” For better products and services, companies require talented employees as well.
How consumers think and feel about your organization is a reflection of how you treat them. If you disappoint them with a product or service quality, you’ll create a negative perception and risk becoming a substandard brand in their eyes. In this context, analytics has the ability to improve sales and help neutralize customer dissatisfaction.

Brands have to analyze all customer touchpoints to reinforce their positioning and to deliver a memorable experience.  Consumers have high expectations and businesses need to aim to convert visitors, patients, and the general audience into loyal customers with every interaction. To bring this change about, internal branding is a critical success factor for customer experience management. Getting the brand and customer experience to be a positive one is truly a team effort. Everyone involved, starting from CEOs to call-center agents should understand the process inside and out. Service industries are now on the rise and include finance, airlines, travel, entertainment, sports, education, and hospitals. To build relations and capture and retain customers, proper attention to details is required. “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well,” said Jeff Bezos, Founder, Amazon. In this fast-changing context of the market economy, we all have to understand that customer experience is the new brand. 

 

*The writer is a Business Marketer and recognized as ‘most influential marketing leaders’ in 2015 world marketing congress. Served renowned Local and Multinational Companies. He can be reached at aftab.go.brand@gmail.com

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