User experience management
User experience management
When asking those responsible for marketing and brand about the most crucial issues of our time, they all agree: Everything revolves around the “user experience” – or “how can we create experiences with our brand?”. Experiences remain in our minds! Like Confucius already said: “Tell me and I will forget. Show me and I may remember. Involve me and I will understand”. Companies follow this advice. Special departments or project teams are instructed with the “customer experience management”. For a good reason: One of the biggest challenges of brand work is to make the brand perceptible. After a successful internal launch of the brand positioning, the positioning also needs to be implemented. This requires measures that pay in on the brand essence and at the same time make the brand experiencable in the target group across all touchpoints – both during personal contact as well as during communication activities. Only then the brand creates a long-lasting user experience that leaves behind a lasting impression in the minds of the target group.
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How do you create a consistent brand experience that makes the brand perceptible for the customers across all touchpoints? That only works if the responsible people of all brand-forming functional areas are involved from the beginning. Starting from the most essential for a brand – the customer needs – persona profiles are compiled that identify appearance and characteristics of your target group. These people are accompanied on their journey: the customer journey. Special attention is placed on the Moments of Truth, i.e. the moments crucial for your target group when making their purchase decision: from reviews on online-platforms, to using the product, up to after sales service. All of these experiences have to be measured at the touchpoint in order to deduce learnings that improve the customer experience.
But that is not all. In its core, we have to go one step further: What influence has the individual moment of truth on revenue? The result gives clarity regarding which measures pay off most and which ones do not – a valuable finding for the operative plan of action in the future. This leads to enhanced budget efficiency.
Now is the time to think about quick wins – i.e. directly feasible measures – and thus send a signal for the first success. In order to quantitatively review and precisely steer the objective implementation success and user experience in the follow-up, an informative system of indicators is developed, based on the KPIs (key performance indicators) relevant to you.
User experience implies the orientation of the whole organisation to the needs of the target group. This requires and promotes the mind-set and commitment of all employees to continuously improve the brand experience. The early integration of the brand-forming functional areas in the tested process dissolves the inter-divisional barriers and silo thinking. It motivates the individual employee to be an important part of the greater whole.
In the operational implementation, the whole offer arrangement and product presentation is orientated to the customer needs: from the customer-orientated development of products and services, to the continuous optimisation of existing/establishment of new processes, up to the needs-based communication with the target group.
A memorable brand experience creates customer satisfaction and leads to enthusiasm. This in turn pays off through increased loyalty towards your company. After all and without a doubt: Enthusiastic customers are the best advocates!