building loyalty through brand experience
TRANSCRIPT
Scott K. Henderson Senior Manager, Brand Experience
Luminex Corporation [email protected]
Building Loyalty Through Brand Experience
What is a Brand Experience?
•Describes the total impression a brand has on a potential consumer
•Refers to the total experience of the brand
What is a Brand Experience?
Who Creates Effective Brand Experiences
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Even in commoditized markets, customer loyalty is driven by brand experiences
Are Brand Experiences Possible in Healthcare?
Start Inside• Begin with internal ambassadors who believe in the company’s brand promise
• Not only for customer facing employees - Brand Experience belongs to everyone
• Create tools based on roles & responsibilities
Importance of Internal Alignment
70%41%68%
Customers leave because of poor
employee attitude1
1. Tarkington & Buxton, Study of the US Banking Sector, Journal of Applied Psychology 2. MCA Brand Ambassador Benchmark 3. Ken Irons, Market Leader
Customers are loyal because of
positive employee attitude2
Brand perception is determined by experiences
with people3
Applying Brand Experience to the Customer Journey
Brand Experience & The Customer Journey
Awareness Education Consideration Purchase Implement Support Evangelize
Awareness
Consideration Purchase Implement Support EvangelizeEducation
• Develop content that positions your brand as a resource and raises awareness for challenges facing the customer
• Make it known that your brand genuinely understands their challenges and is working to create new solutions
• For novel products, this may be the first time the problem is being given attention so it will need more lead time
Awareness
Education
Consideration Purchase Implement Support Evangelize
• Make it easy to find information on your product
• Content should differentiate and also tell your brand story
• Make it is sharable, compelling, and interesting
• Should result in customers question competitive solutions
EducationAwareness Purchase Implement Support Evangelize
Consideration
• Sales people should be trained to listen and provide solutions
• Provide tools that help your customer sell internally
• Create an opportunity to evaluate your product before purchasing
• Connect with other KOLs for peer to peer discussion
ConsiderationAwareness Implement Support EvangelizeEducation
Purchase• Make it easy to buy
• Internal customer advocate to streamline the process
• Ensure product shipment is on time
PurchaseConsiderationAwareness Support EvangelizeEducation
Implement
• Engage the customer after the transaction
• Provide extensive training to all people necessary
• Create online tutorials that help further customer education
ImplementPurchaseConsiderationAwareness EvangelizeEducation
Support
• Build trust in your ability to fix their problem
• Subject matter experts for all potential scenarios
• Provide portal for sincere feedback that is shared internally
SupportImplementPurchaseConsiderationAwareness Education
Evangelize
• Provide opportunities to share experiences (Ad Boards, VIP visits)
• Connect employees and Customers
• Future product development strategies, clinical trial sites, etc.
• Engage internal employees to act as customer advocates
• Consistently provide value and expertise
• Deliver on promises
Brand Experiences Can Drive Loyalty
SupportImplementPurchaseConsiderationAwareness Education Evangelize
11% Before I
Buy
49% 1st Purchase / Begin Service
40% When Resolving
an Issue1%
When considering competitors
Source: 2012 Brand Loyalty Survey, Conducted by ClickFox
When is The Most Critical Time For a Company to Gain Loyalty
• Sincere appreciation for the customer
• Differentiate in how customers can engage with your brand
• Listen and respond to the needs and critiques
• Deliver sustained value throughout the relationship to establish a high level of trust
Keys to Building Loyalty Through Brand Experience