Why Customer Experience is the Core of Successful Brand Strategy

By Jeff Baker, posted on February 14, 2018

Customer experience is no longer limited to business transactions; brand touchpoints include many types of interactions, from a conversation with a customer service rep to a company tweet, Yelp review, or blog post that lands in an inbox. Social media and the increasingly-connected environments we live in create a myriad of opportunities for brands to connect with customers, and influence how people talk about them and their products.

Customer Experience & “Omni-Channel” Alignment

Our exhibit and event clients have been working to fine tune their customer experience for over a decade. Our architectural clients are just beginning to think of their designs from the customer experience point of view. Aligning, integrating and creating the “omni-channel” experience is a large part of what we do each day for Image 4 clients. This omni-channel alignment delivers tremendous brand value results, by creating unified infrastructure that will link brand touchpoints and deliver seamless customer experience both online and face-to-face.

Customer Experience: The Critical Portal to Your Brand

If your product or service is delivered solely online, then online is where you need to focus your experience efforts. (We all know exactly how much time we’re willing to spend with websites and apps we consider lousy). But if your product or service is delivered face-to-face, in a physical environment, then the online customer experience is only the beginning, a critical portal to your brand. Your next step is to successfully transfer the prospect from an initial, online brand interaction to the physical brand interaction.

Customer Experience is the Bridge to Brand Advocacy

Wherever your prospect or customer interacts with you – through social media, online, app, in-store, events or trade shows – your brand needs to present honestly, consistently, and in a way that speaks to your constituents:

  • Creating mindshare – Your online brand presence creates a set of expectations for interaction with your physical brand
  • Manifesting physically – The physical (and emotional) experience of your brand aligns with the mindshare you’ve just created; from logo and colors to lighting, sound, the behavior of your staff, and much, much more.
  • Building brand advocacy – Once the brand presents honestly and tightly, and the experience is consistent, managed and wholesome for you and your prospect, there’s a very good chance you’re well on the way to creating brand advocates who will want to tell others about their positive, passionate customer experience.
  • Driving business – Brand advocates are the referral and advocacy base that Yelp, Google and other platforms give extra weight to in considering how search results are delivered. And, of course, word-of-mouth referrals are the single most effective driver of business!

That’s why, at Image 4, “It’s About the Experience”. And it should be for your organization as well. Give us a call today, and find out how you can optimize your customer experience and build brand advocacy for increased ROI!

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