Difanian chatterjee says that it is important for companies. To make good promises and keep them in order to give customers. A positive brand experience.
At the asia pacific summit held by forrester. A us market research firm, on the 1st and 2nd, chatterjee explained. The strategy of maximizing brand value by intersecting. Customer experience and brand experience.
He said, “promise. Promising properly and keeping promises is the key to a brand,” he said. “a brand of a company that doesn’t keep its promises can fail.”
Chatterjee went on to explain the feedback loop that occurs in the process from when a company makes a promise to customer experience and customer perception. According to him, when a company makes a promise, consumers have a certain perception of that company’s brand. Based on that perception, customers have certain expectations about the brand and then experience the brand through customer experience. After experiencing a brand, customers adjust their initial expectations. A customer’s
Perception Of A Company’s Brand Is Formed By Repeating This Process
If a customer’s experience with and is poor, then the company is failing to deliver on its promise,” he said. “when customer expectations are broken by a poor brand experience, it becomes difficult for companies to maintain positive brand awareness,” he explains. However, he said, it will be difficult for a company
That Makes Small Promises To Provide A Great Brand Experience To Its Customers
For example, if a company wants to deliver a positive brand experience, it must create expectations for a group of customers. If a company fails treate positive expectations from customers that match the brand experience it is trying to provide, it essentially depletes the brand. Chatterjee said, “as promises are not reflected in the customer experience.
The rate of customer retention is gradually declining. So, when the link between brand experience and customer experience is disconnected, it becomes difficult to attract and retain customers, which in turn hurts the company’s bottom line.” the key lies in balancing the brand experience with the customer experience. According to forrester, there are four main elements at the interface between brand experience and customer experience. The first is brand strategy. You need to ensure that your brand strategy leads to your customer experience strategy.