Customer experience is now more important than ever —fueling acquisition, driving word-of-mouthreferrals, and ensuring retention of the right customers (or pushing wrong ones away).The first step towards moving customers closer to your business is to understand where and how customer experience influences your success. Companies that understand and systematically review the journey and experience of each type of customer enjoy higher loyalty and more profitable relationships. An explosion in the number of touchpoints has greatly increased the complexity of customer relationships. This increase in touch points makes acquiring and retaining customers more complex than ever. Touchpoints are all the physical and communication interactions your customers experience during their relationship with your company. And as this touchpoint complexity increases, the time, expense, and skills required of companies also increases. Static, human, and digital touch-points make up your brand, are defined by your brand strategy, and then drive your customer experience. Touch-points occur every time customers come in contact with or in ‘touch’ with your brand and anything associated with it. Individually, sequentially, and in groups, these touch points define the landscape between the customer’s world and yours.
The Brand Strategy (including a value-proposition which is part of the Brand Code) is key to the Customer Experience. Value = Benefits – Cost (including risks and pain). Branding is management of perception in peoples minds. And Value is always a perception. The Brand Code is about what you tangibly and emotionally deliver. It’s the basis for the relationship with your customer. Sometimes it happens for all businesses that you loose sense of what really is your Brand and value proposition. Especially in situations when the market is changing. New vendors appear. New products are suddenly there infringing on your market legacy.