Have you ever stopped wondering why your heart skips a beat when you spot that iconic Apple logo or why your day suddenly gets better when your Starbucks barista, who knows your name and favourite brew, hands you your order with a smile? Don’t just chalk it up to the magic of good coffee or sleek technology. What you are experiencing, my friend is branded customer experience in its most sublime form.
The branded customer experience, if we were to strip it down to its bare bones, is basically the impression your brand leaves on your customers across all interactions they have with it. It’s like the aftertaste of a good wine or a bad joke – lingering, memorable, and often the deciding factor of whether or not you’ll revisit the experience.
So, why should you care? Let’s face it: with a saturated market, having a good product or service just doesn’t cut the mustard anymore. According to a Walker study, by the end of 2020, customer experience overtook price and product as the key brand differentiator. No kidding! It’s high time businesses realized that customer experience isn’t just a buzzword—it’s the buzz.
Branded customer experience is like a complex molecular structure; each atom plays a crucial role, and together, they form a system greater than the sum of its parts. And just like any complex system, it has its anatomy.
Here’s a detailed breakdown of the essential elements of branded customer experience:
Think back to the last time you visited your local Starbucks. You walk in; the barista greets you by your first name and, without needing to ask, starts preparing your favourite order – a Grande Iced Caramel Macchiato with almond milk and an extra shot of espresso.
This level of personalized service is a prime example of the “Personal Touch” in the branded customer experience. It’s like receiving a custom-made suit stitched to your measurements or a gift with your name engraved on it. It feels personal, special, and, most importantly, like the brand understands and values you as an individual.
Personalization in the branded customer experience is not just about using the customer’s name or knowing their order off the top of your head. It’s about recognizing their preferences, anticipating their needs, and tailoring the experience to make them feel like they’re not just another face in the crowd.
Let’s take another example. Imagine you’re an avid Apple user. You’ve visited their New York, London, and even Tokyo stores. In each location, you’ve noticed a remarkable consistency in the experience. The sleek, minimalist design of the stores, the knowledgeable and friendly staff, and the efficient service sync up to create a consistent branded experience no matter where you are.
This consistency is the backbone of a strong branded customer experience. It’s like a Broadway show that has been perfected down to the last detail. Each act, each line, and each performer plays their part in unison, delivering a seamless performance that captivates the audience every single time.
Consistency in branded customer experience means that regardless of the touchpoint, the customer’s interaction with the brand remains harmonious and predictable. It builds trust and reliability – two fundamental factors that encourage customer loyalty.
Do you remember when Amazon introduced its “order today, get it today” policy? It was revolutionary. It not only met customer expectations, but it blasted them out of the water. It is a classic example of a brand exceeding expectations in its customer experience.
In today’s competitive marketplace, merely meeting customer expectations isn’t enough. Brands must strive to exceed them. Whether it’s delivering a product quicker than promised, providing exceptional after-sales service, or going the extra mile to resolve a customer issue, surpassing customer expectations can turn a satisfied customer into a brand advocate.
Have you ever walked into your favourite brand’s store and felt an immediate sense of belonging? That’s not just good customer service at play; it’s the emotional connection the brand has established with you.
This emotional connection is a powerful tool in the branded customer experience. It’s like being part of an exclusive club where you share a mutual passion or interest with other members. You feel understood, valued, and proud to be a part of that community.
Brands that can tap into these emotions and integrate them into their customer experience have a distinct advantage. It creates a deeper bond between the customer and the brand, driving loyalty and fostering a sense of affinity beyond the products or services the brand offers.
People may not remember what you said, but they will always remember how you made them feel. It is the power of emotion in the branded customer experience.
Imagine receiving a complimentary upgrade on your flight or finding a handwritten thank-you note with your online order. These unexpected moments of delight can profoundly impact your perception of the brand.
The surprise element can turn a regular customer experience into an extraordinary one.
It injects a sense of excitement and anticipation into the customer journey, making each interaction with the brand feel like a treasure hunt. More importantly, it shows the customer that the brand values their business and cherishes their relationship.
In an age where consumers are becoming increasingly conscious of the brands they support, authenticity and transparency have become vital components of the branded customer experience. Customers want to engage with brands that are true to their values, honest in their communication, and open about their practices.
Whether openly acknowledging a mistake, taking clear steps towards sustainability, or standing up for a social cause, an authentic and transparent approach can help build trust, foster loyalty, and create a deeper connection with the customers.
Take a moment to ponder: when was the last time your business did something unexpectedly delightful for your customers? If you’re struggling to remember, it might be time to revisit your branded customer experience strategy.
While customer experience is interactive, intending to provide a fun and easy-to-use product, customer success is the process of analyzing customer behaviours, predicting customer challenges, and proactively providing solutions1.
CX metrics are the KPIs used by a company to track customer feedback. These metrics can assist you in figuring out how satisfied or loyal your consumers are. Some popular CX metrics include Net Promoter Score (NPS), Customer Satisfaction (CSAT), Customer Effort Score (CES), churn rate, customer lifetime value (CLV), and retention rate1.
Branded customer experience is not just a trend—it’s a revolutionary way of doing business. It’s a customer-centric approach that aligns every aspect of your business towards creating memorable and meaningful customer experiences.
So, take a moment to examine your branded customer experience. Is it creating unforgettable experiences? Is it inciting loyalty and encouraging repeat business? Remember, in the end, the goal is not to sell a product or service but to build a relationship.
Because, in the grand scheme of things, it’s not about what you sell but how you make your customers feel. And that, my friends, is the true essence of branded customer experience.
Up until working with Casey, we had only had poor to mediocre experiences outsourcing work to agencies. Casey & the team at CJ&CO are the exception to the rule.
Communication was beyond great, his understanding of our vision was phenomenal, and instead of needing babysitting like the other agencies we worked with, he was not only completely dependable but also gave us sound suggestions on how to get better results, at the risk of us not needing him for the initial job we requested (absolute gem).
This has truly been the first time we worked with someone outside of our business that quickly grasped our vision, and that I could completely forget about and would still deliver above expectations.
I honestly can't wait to work in many more projects together!
Disclaimer
*The information this blog provides is for general informational purposes only and is not intended as financial or professional advice. The information may not reflect current developments and may be changed or updated without notice. Any opinions expressed on this blog are the author’s own and do not necessarily reflect the views of the author’s employer or any other organization. You should not act or rely on any information contained in this blog without first seeking the advice of a professional. No representation or warranty, express or implied, is made as to the accuracy or completeness of the information contained in this blog. The author and affiliated parties assume no liability for any errors or omissions.
