Why the Customer Experience Counts
The importance of customer experience to your brand.
Most companies use brand-tracking research to figure out which market communications are delivering the most customers for each brand buck. However, many companies fail to consider the importance of the customer experience in brand success.
How a person experiences each product touch point (the store, the purchase, issue resolution) is a significant indicator of brand success. The customer experience weighs heavily on whether a person is likely to buy the product again or recommend it to someone else.
Social media communications have both brand and experience elements. This makes social media a significant touch point that is well worth watching. Your brand tracking research resources should be focused on measuring both communication and experience.
When a company can see the whole picture, it is much easier to make changes to attract more customers. Big picture research also helps to diagnose areas of customer experience that might be undermining the brand.