You don’t have to run a brand strategy agency to understand the importance of the customer experience. Creating a personal connection with audiences through meaningful experiences is the gold standard of modern marketing and its value is repeated ad nauseam.
Yet simply because we all pay lip service to this notion doesn’t mean we’re actually getting it accomplished. Many brands are still falling woefully short in terms of delivering a compelling cross-channel consumer experience.
So what’s the key to unlocking these sought after, but rarely realized, customer experiences?
Building a more human brand.
Taking your brand’s pulse
According to the most recent Forrester U.S. Customer Experience Index, there has been a minimal improvement in the overall quality of consumer experiences. Think about this: Though brands and their CMOs line up to testify to the necessity of great customer experiences, the actual customers are deeply unimpressed.
Clearly, something is fundamentally amiss. Put simply, brands are focusing far too much on product experience and much too little on the human experience. If you want to connect at a deeper level, you need to move beyond the way people interact with products in a narrow use case sense, and instead consider the full range of feelings, desires, hopes, aspirations, etc. that are connected with any product or service.
We certainly have the right tools at our disposal. Today’s digital technologies facilitate the kind of close engagement with audiences that would have been unthinkable just a decade or two ago.
A date with implementation
So how can these tools be deployed in service of more human-centric experiences? Consider the following:
We like to think we are rational creatures.
The truth, however, is that emotion guides us more often than not. A few years ago, leading neuroscientist Antonio Damaso made a pioneering discovery. Damaso studied subjects who had experienced serious damage to the part of the brain where emotions are generated. Everyone he studied had an unusual commonality — they struggled mightily with even the simplest decision-making. Brands need to understand the profound role emotion plays in how consumers respond to marketing messages and optimize accordingly.
The best ideas and intentions are often utterly lost in execution.
It’s one thing to conceptualize human experiences; it’s another thing entirely to deliver them effectively. Forward-thinking brand strategy agencies grasp the importance of digital tools in this process. According to Gartner, 63% of CMOs are expecting an increase in their innovation budget. If you want to deliver personalized experiences, you need to build the architecture to do so.
The consumer/brand relationship is being utterly transformed.
But not every brand is at the same place on the acceleration curve. The days of deploying one size fit all marketing, selling a product and periodically keeping in touch with consumers are long gone. Today, the most successful brands build communities; they encourage constant digital interaction and engagement; they facilitate a continuous relationship that integrates directly into a consumer’s lifestyle. These brands aren’t merely companies — they are, in many ways, an extension of the consumer themselves.
Digital technologies have created tectonic shifts in the ways brands sell and market their products and services. The best brand strategy agencies understand these changes and help position brands for maximum competitive advantage.
If your existing marketing approach needs to be upgraded with a more human-focused, digitally powered approach, please contact our brand specialists today.Back to Thinking