Customer Exprience – is it a Branding Tool?

futurelab default header

by: Hemant Karandikar

There are two kinds of CEOs. Those who only aim to deliver numbers and others who swear that “Customer Experience is branding”

Let us see what do customers experience. Read on..

The Three “Ds” of Customer Experience : Marketing : HBS Working Knowledge
A recent Bain & Company survey reveals just how commonly companies misread the market. We surveyed 362 firms and found that 80 percent believed they delivered a “superior experience” to their customers. But when we asked customers about their own perceptions, we found that they rated only 8 percent of companies as truly delivering a superior experience. Clearly, it’s easy for leading companies to assume they’re keeping customers happy; it’s quite another thing to achieve that kind of customer devotion.

Are you surprised? Aren’t we ourselves customers buying things or services? How often we get a feeling that we are really buying?

We know the ground reality.

We should also know by now that it takes much much more than marketing people and wild creativity to create and sustain customer experience. We should know that it takes leadership, strategy and supporting business processes that enable talented employees.

And that is quite some hard work. It takes months.. years. It involves business transformation.

Original Post: