There are four steps in devising and delivering a differentiated, motivating and consistent delivery of your ‘customer brand experience’.
1. RESEARCH AND LIST THE ‘CUSTOMER KEY VALUES’
- What are the jobs the customer wants to get done with your product/service?
- What are the outcomes they are trying to achieve when using the product/service in different circumstances?
- What are the constraints that stop the customer from using the product/service?
- For example in ‘shaving’, key customer values may be: Minimize the time in preparing the skin/Minimize frequency of cuts/Minimize the amount of chemical put on the skin
2. TARGET THE UNMET OR UNSATISFIED CUSTOMER KEY VALUE(S) AND CREATE YOUR POSITIONING (OFFER TO MARKET)
- Define the target market for your offer
- Clarify the product-market category you are competing in
- Articulate your unique selling proposition – what’s valued by the customer and not offered by the competitors
- Demonstrate the proofs as to why the customer should believe in the offer and how they’ll know they are getting it
3. DRAW UP THE SET OF BRAND PRINCIPLES TO GUIDE YOUR ORGANISATION – PEOPLE, PROCESSES AND TECHNOLOGY- IN ‘HOW WE LIVE THE BRAND PROMISE’
- The brand principles might number 3 to 12
- They will be clear statements of conduct, behaviours, ethics, policies, etc that would have to be in place if the brand promise is to be delivered to customers, day in, day out
- You might put them on a card for all employees to carry, on the walls in your organisation, on your web site and corporate communication mediums.
In the final stage, map out all of the key steps/stages of your customers most important interactions (journeys) with your organisation and for each step/stage write down how the customer should experience the brand promise and principles you offer and live by. This will then have implications for your organisation – necessitating new actions, processes, tools and so on.
|STAGES OF THE CUSTOMER JOURNEY||DESCRIPTION OF THE CUSTOMER EXPERIENCE||IMPLICATIONS FOR YOUR ORGANISATION|