Branded Customer Experience is your competitive edge in the new service economy

At Bill Hogg & Associates, we work with leadership teams to improve business results by clarifying and focusing organizational goals around the customer — then aligning priorities and accountability to improve performance, productivity and profits.

You’ll never enjoy a long term product or price advantage again — they can be easily duplicated. But the strength of your relationships with your customers, built on a strong customer service foundation can never be duplicated or lured away.

Customers are placing more importance on the customer service experience. Organizations that deliver an experience that creates an emotional connection with their customers will not just survive, but thrive during these economic times.

Organizations that engage their employees in developing an intentional branded customer experience that exceeds expectations create an insurmountable competitive advantage.

Can you think of a recent buying experience that was less than satisfactory and left you sharing the experience with friends and family? It’s not hard is it? It seems we have no shortage of stories when we were mistreated, misunderstood or ignored.

How do your customers describe your customer service experience? Do they grumble to their friends or sing your praises? Their emotional reaction to a customer service interaction is the fundamental driver of a purchase decision — but more importantly, it’s a key determining factor in customer acquisition, retention and loyalty.

66% of the preference for a brand is driven by emotional elements – even if consumers believe they are making a rational decision

– Ogilvy One Research “In Search of Understanding” December 1999

Satisfaction is not enough! Your customer’s emotional connection to your company is the underpinning factor in their customer experience: what it’s like to do business with you. We know from experience that most customers’ experience is neither satisfied nor dissatisfied with any great intensity. 75% of your customer would gladly do business with your competition.

However, relatively small improvements in the customer service interaction can intensify mildly positive feelings and move your customer to highly satisfied. A Branded Customer Experience that is aligned with your brand promise creates a personal connection with your product or service and inspires brand loyalty and advocacy. Ultimately, customer selection is based on relationship influenced by trust and customer service experience.

Organizations reap the maximum return on their expenditures when everyone – not just the marketing or sales team – understands, internalizes and reinforces the brand promise.
Improve your business results by changing how employees treat your customers