• Holly Steger

Brand is the promise we make; Customer Experience is the promise we keep

In a world jam-packed with outstanding brands who put customer experience at the heart of everything they do, having a dedicated strategy to improve and constantly evolve your customer experience is no longer a ‘nice to have’ but simply a non-negotiable if you want to achieve long term success.

Consumer expectations of your brand are not set or controlled by you or even by your competitors. Instead, they are set by brands such as Amazon, Netflix and even your local diary who knows every single one of their regular customers by name. These brands are setting the benchmark that your customers expect you to live up to. 

Darren Kernahan summed it up perfectly by saying “Brand is the promise we make; Customer Experience is the promise we keep”. In other words, customer journeys build meaningful experiences that back up our brand promise.

Building a successful Customer Experience strategy starts with acknowledging that your customers are not you. You need to take away any preconceived ideas you have about your customers, and… drumroll please, talk to them! Basing your strategy on solid customer research rather than assumptions will set you up for future success.

Mapping your customer journey from start to finish (which includes touch points your customers may have with your brand pre and post actually engaging with you) and identifying potential pain points is an exercise that will prove invaluable. Once you clearly understand these pain points, you can then get to work on coming up with incredible solutions to improve your customer experience.

Vitally important to note is that Design Doing is equally, if not more important, than Design Thinking! All the strategy in the world is useless without action.

Customer Experience is a vitally important part of your marketing strategy, no matter the size of your business. After all, Customer Experience drives NPS (Net Promoter Score), and NPS drives business growth.


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