The Experience Equation: 4 Ways Customer Experience Can Help Turn Great Brands Into Good Business

In today’s complex and disruptive world, few things are as important to a brand’s success than customer experience (CX). But with customers having more choice and even greater expectations for positive experiences than ever before, delivering on it is sometimes easier said than done.  The most successful CX initiatives are the ones that solve for customer, brand, and business goals. And then actually get implemented. Here are four ways you can get started.

1. Create a customer-centric culture

The first step to creating a great customer experience doesn’t actually involve the customer. Rather, it begins internally. Aligning executives, business groups and employees around a common goal – the customer –  is a good way to start. While this may present a challenge for companies siloed into separate teams that control different parts of the experience, it makes it even more important. Customers don’t see your internal structure, they just want an intuitive, frictionless experience. So, start small, take manageable steps and involve stakeholders early and often.

2. Flip the script. Map the journey from the customer’s perspective

While many organizations use the marketing or sales funnel as an underlying model, brands can uncover new opportunities, challenges and unknown behaviors when they map the journey from their customer’s perspective. In fact, 88% of marketers say their growth depends on personalizing the customer’s experience and understanding their journey. Considering the different types of interactions a customer has with your brand: marketing communications, products, employees and even your processes can help you build a 360° view. 

3. Great CX is ultimately about the brand 

Great CX isn’t just about giving your customer a great experience, it’s about doing it in a way that is authentic to and reinforces your brand’s uniqueness. Because if a brand is built piece by piece from every customer interaction, no moment is too small to create a differentiated experience. With so many moments to consider, this can get tricky. So, let your brand promise lead the way and back it up with consistent visual and verbal expression. 

4. Bite off what you can chew but always keep an eye on the future

Remember, the best CX campaigns are the ones that actually get implemented so start with a strategic plan. Next, develop recommendations and prioritize. It can be tempting to go for the low-hanging fruit but take a step back and assess for the short and long term. Then, create a roadmap for tackling what makes sense for your team and organization, now and in the future. Begin by focusing on one stage of the journey, one product or one segment.  Make them happy and the rest will follow.  The equation is simple. Companies grow when they are able to create a great customer experience that also benefits the business – and when they can do so in a memorable and differentiated way that delivers on their core brand promise. Click here to download the full document.

Tags: branding, customer experience

Nancy Schulman

Nancy brings more than 25 years of experience on the agency and client sides, developing brands, identities, and digital communications for a range of organizations across technology, professional services, financial services, and not-for-profit. Sullivan is a creative brand engagement agency in NYC that also behaves like a business consultancy. They help raise value propositions for complex brands through innovative experiential consumer interaction and content creation. They have approximately 50 employees and are an independent WBENC-certified woman-owned business. Sullivan has decades of experience serving clients across the technology, financial and professional services, not-for-profit and higher education, and lifestyle sectors.