It is important that your brand is recognised across touch points. But what should your brand’s unique customer experience should look like? Focusing on the brand’s DNA helps you differ from your competitors and position yourself clearly to the target audience. We have listed three tips for creating a unique customer experience:
Define the brand world
The desired brand world should reflect the brand’s DNA and guide the creation of your unique customer experience. Start with asking yourself the following questions: How should the consumer recognise that they are in contact with your brand? What should they feel when they go into the store, see the product, or use the service? Compare the experience of going into a chain clothing store with that of going into a boutique for expensive clothing brands. What music would be playing? How would the clothes be displayed?
Reinvent the customer journey
Understanding how, when and why the consumer is motivated to interact with your brand is the key to reinventing the customer journey and discovering new potential opportunities. Ask yourself: What do the customer requirements and the customer journey look like today? And where should you focus so that the customer gets the most possible out of the brand experience?
Create a unique customer experience
By identifying which initiatives have the greatest impact on the customer experience, you can also create concrete actions to make a difference. Want to create a stronger feeling of friendliness and caring in the store? Perhaps a member of staff should greet each customer as they enter, or have your app ping a ‘welcome!’ when the person is at the door? The overall experience is made up of many, often small, gestures, messages, and other stimuli – so put the effort where it will make the biggest difference.
Continuous improvement is needed
These three tips should not be seen as a ‘checklist’ that guarantees success for the rest of the brand’s lifespan. Future-proofing is an ongoing task; go back to your target audience and follow the changes in needs, attitudes and frustrations. The target audience’s feedback may change, just like the market and the industry – which requires you to be attentive and agile, while staying true to the brand’s DNA.