The Relationship Between Brand & CX
Why should brand and CX be linked?
IN AN AGE WHERE PEOPLE INCREASINGLY ONLY BELIEVE IN THE WORD OF OTHER CUSTOMERS, HAVING THEM SPEAK HIGHLY OF YOUR SERVICE AND PRODUCT IS EXACTLY WHAT BRANDS SHOULD BE AIMING FOR.
Words by Jeanne Ogilvie
Customer Experience Lead, Frost*collective
WHEN CX AND BRAND ARE DISCONNECTED
In a competitive and overcrowded market, doing ‘another good, seamless experience’ just isn’t enough. When brand and CX are disconnected, evidence shows that customers will mostly be driven by convenience, with no real emotional connection to the brand.
Without emotional connection you don’t get access to the loyal customers that have the potential to become your best and loudest ambassadors.
I often compare brands to people. Imagine you're at a wedding sitting at a table of strangers – everyone will make the effort to be social, polite, but unless you connect with someone on a more emotional level or they have something striking about them, you probably won't remember who was sitting at that table a couple of days later. Just like CX on its own could be just about managing pain points, making it seamless and comfortable isn't what is going to get you raving fans. It will not make you stand out.
THE KEY TO GREATNESS
Sure, you can have a good experience without a strong brand. But what takes a brand from good to great is an outstanding customer experience. One of the reasons behind this success (think Airbnb, Apple, Netflix to name a few) is because they have invested huge resources in transforming their business into a customer-centric operation through the lens of their truest brand values.
When you know that Airbnb's purpose is to "create a world where anyone can belong anywhere..." you understand how the brand has informed the customer experience. Everything Airbnb does is about people; bringing people closer together, getting them to engage with one another, inspire each other, support each other. That is their brand. The customer experience manifestations of those principles are done through on-brand initiatives such as sending guests electronic Christmas cards to send to their previous hosts in the holiday period, or more generally shifting their mindset from simply “renting a bed” to instead selling "adventurous experiences”.
WHAT’S THE VALUE OF DOING BOTH TOGETHER?
The proverbial chicken or the egg question comes to mind here – do you start with the CX or the Brand?
What you need to remember is this: If aligned with true brand values, putting the customer at the centre of the organisation should result in increased satisfaction and loyalty, ultimately affecting the bottom line for the better.
In most instances, a deep connection with the brand is the key to developing a customer experience that is unique, genuine and authentic.
“THE CX TEAM AND THE BRAND TEAM WORK IN PARALLEL – DEVELOPING THE BRAND WHILE WE ARE LEARNING ABOUT THE CUSTOMER, BEST PRACTICE, AND BUSINESS CHALLENGES ENABLES US TO ALIGN AND FIND SOLUTIONS THAT ANSWER EVERY PARTIES OBJECTIVES.”
JEANNE OGILVIE - CUSTOMER EXPERIENCE LEAD