elevate your brand with cx tools and signature moments...elevate your brand with cx tools and...
TRANSCRIPT
4/4/2018
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Consumer Marketing 2018
Sam Stern, Principal Analyst
Jennifer Wise, Senior Analyst
Elevate Your Brand With CX Tools And Signature Moments
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Customer,
meet Brand.
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Marketers
increasingly use
the word
“experience.”
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And “brand” is
moving towards
“brand
experience.”
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Brand, meet
Customer
Experience.
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DISCOVERY EXPLORATION BUY USE ASK EXPLORE
Ease
Emotion
Effectiveness
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Brand and CX are reliant on one another
Brand CX
Brand promises
Customer perceptions
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Effectiveness
Emotion
Ease
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Think of a brand.
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What brand did you think of, and
why?
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Emotion.
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Effectiveness
Emotion
Ease
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Source: “The State Of Customer Journey Mapping, 2017” Forrester report.
The customer’s
emotional
journey is critical
for determining
loyalty and
overall
experience
quality.
What is your customer’s emotional journey?
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The moment.
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Create a moment?
Remind of the moment?
Heighten an existing
moment?
How can I…
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Create a moment?
How can I…
Kimpton Hotel Monaco
Has iconic animal print robes for guests to wear
“A Different Way to Stay. Where inspired travel begins”
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Equinox Fitness Clubs
Has chilled towels infused with eucalyptus oil
“Studios that inspire you to perform and luxury amenities that keep you
at your peak. It’s not fitness. It’s life.”
CarMax
Makes picking up your new car something to remember
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Heighten an existing
moment?
How can I…
Trunk Club
Includes a personalized note on items from your stylist
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Pret A Manger
Lets employees give food customers for free
The Ritz Carlton Hotel
Spends up to $2,000 to make it right or delight
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Remind of the moment?
How can I…
Emirates
Gives out plush animals to help children enjoy the flight
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Atlantis Paradise Island
Sends personalized, pre-arrival videos to keep
excitement high
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European Automaker
Sends post-purchase emails reassuring customers they
got a good deal
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Source: http://www.imdb.com/title/tt2096673/videoplayer/vi3685069081
Will it work?
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DifferentiationIs it like a literal signature, unique to your company and not easily
replicated by others in the market?
Brand RecognitionDoes it contain elements of your brand identity or messaging that
customers can easily link back to your company?
Identity Of OriginDoes it express information about where the company is from,
where the product is made, or the local market?
Sustained ImpactWill it be memorable for the customer for a week, a month, or
even a year. Will they share it with others?
Signature moments assessment
Customer ValueIs it something that the customer will treasure or value, or
something they will dismiss as worthless? Is it memorable?
Customer WowDoes it deliver a uniquely positive emotion? Does create a
moment of delight that shows you care about them?
Brand
Business
Customer
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Want to extend this moment?
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Meet the Panel
Eric SoelbergVP of Customer Insights & Planning L.L.Bean
Allison LandersHead of Customer Experience, Workplace Solutions GroupPrudential Financial
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Thank youJenny Wise
+ 1 617-613-6487
Sam Stern
+1 617-613-6033