Customer Experience Is The Brand
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| Author | : Thomas Gad |
| Publisher | : Kogan Page Publishers |
| Total Pages | : 192 |
| Release | : 2016-09-03 |
| Genre | : Business & Economics |
| ISBN | : 0749477512 |
The individual consumer now wields more power than ever before, with increased exposure to global cultures and media. This means that customer perception is now critically important and as such must occupy the heart of any brand. This provides a wealth of opportunities to work with and adapt to customers' motivations, but at the same time presents a series of challenges around retaining their attention and fostering positive relationships with them. The secret of a brand's success often lies in its ability to respond nimbly to the unexpected adoption of its products or services - essentially its ability to surprise its consumers. To all intents and purposes, brands must continue to introduce innovative and intriguing experiences to customers so that they can remain differentiated from the herd and deliver a human message amongst increasingly automated and unremarkable communications. Developed from experience at the forefront of new branding developments at market-leading companies, and drawing on the lessons learned by cultivating start-ups with sponsors including Google, Customer Experience Branding expertly reviews the key considerations when devising brand strategy to introduce an element of newness and interest into customer interactions. Case studies are delivered from major brands that continually achieve this, including Apple, Starbucks, Virgin, LEGO, Google, GoPro, Uber, Instagram, KLM and Handelsbanken, and the Foreword has been provided by Sir Richard Branson, who has himself unfailingly responded to consumer need and overseen a remarkable portfolio over the years as a result.
| Author | : Brian Solis |
| Publisher | : John Wiley & Sons |
| Total Pages | : 263 |
| Release | : 2015-10-13 |
| Genre | : Business & Economics |
| ISBN | : 1118526805 |
Welcome to a new era of business in which your brand is defined by those who experience it. Do you know how your customers experience your brand today? Do you know how they really feel? Do you know what they say when you re not around? In an always-on world where everyone is connected to information and also one another, customer experience is your brand. And, without defining experiences, brands become victim to whatever people feel and share. In his new book X: The Experience When Business Meets Design bestselling author Brian Solis shares why great products are no longer good enough to win with customers and why creative marketing and delightful customer service too are not enough to succeed. In X, he shares why the future of business is experiential and how to create and cultivate meaningful experiences. This isn’t your ordinary business book. The idea of a book was re-imagined for a digital meets analog world to be a relevant and sensational experience. Its aesthetic was meant to evoke emotion while also giving new perspective and insights to help you win the hearts and minds of your customers. And, the design of this book, along with what fills its pages, was done using the principles shared within. Brian shares more than the importance of experience. You’ll learn how to design a desired, meaningful and uniform experience in every moment of truth in a fun way including: How our own experience gets in the way of designing for people not like us Why empathy and new perspective unlock creativity and innovation The importance of User Experience (UX) in real life and in executive thinking The humanity of Human-Centered Design in all you do The art of Hollywood storytelling from marketing to product design to packaging Apple’s holistic approach to experience architecture The value of different journey and experience mapping approaches The future of business lies in experience architecture and you are the architect. Business, meet design. X
| Author | : Joe Tawfik |
| Publisher | : Greenleaf Book Group |
| Total Pages | : 313 |
| Release | : 2017-03-28 |
| Genre | : Business & Economics |
| ISBN | : 1632991284 |
Author Joe Tawfik presents an assured collection of valuable insights in Experience My Brand that are based on his 25-plus years in senior management. His expertise as CEO of business services companies in particular underlies his assertion that to differentiate itself in the age of digital disruption, a company must make branded customer experience part of its corporate strategy. Rather than relegate customer experience management to any one department, such as marketing, it must become “embedded within a company’s DNA.” You will learn through detailed analysis and real-world illustrations how to: • Analyze, Design, and Measure Customer Experience • Implement Superior Customer Experience Initiatives • Consider how Customer Experience Will Change and Transform the Future With its plentiful tables and figures to complement his text, Experience My Brand puts theory into practice in a way that will keep you alert and engaged. Experience My Brand’s unique message makes it a must-have guide for senior managers and their teams who seek to strengthen this critical aspect of their businesses as well as anybody wanting to learn about this increasingly important field.
| Author | : Darren Coleman |
| Publisher | : Kogan Page Publishers |
| Total Pages | : 297 |
| Release | : 2018-07-03 |
| Genre | : Business & Economics |
| ISBN | : 0749481579 |
Retaining brand relevance is fundamental to organizational success, and an increasing challenge that high-level marketing professionals now face. In the past, many have responded with product or price-based competition, yet this can only propel a brand so far when it comes to retaining long-term relevance. Research shows that consumers are in fact driven by emotion and positive brand experiences have the power to drive engagement, while simultaneously offering countless options for competitive differentiation. Building Brand Experiences enables managers and executives to realize this and create tailored, relevant experiences that will appeal to consumers and drive brand performance. Practically structured around The Brand Experience Blueprint, Building Brand Experiences provides a step-by-step guide to the process of building effective brand experiences based on tried-and-tested tools, templates and informed research. Combining expert insight and real-world examples in an anecdotal and digestible way, Building Brand Experiences is the essential guide to crafting relevant experiences that consumers will love, to improve brand engagement and drive results.
| Author | : Felix van de Sand |
| Publisher | : Springer Nature |
| Total Pages | : 187 |
| Release | : 2019-11-12 |
| Genre | : Business & Economics |
| ISBN | : 303029868X |
This book offers a new method for aligning brand management and user experience goals. Brand management deals with conveying individual brand values at all marketing contact points, the goal being to reach the target group and boost customer retention. In this regard, it is important to consider the uniqueness of each brand and its identity so as to design pleasurable and high-quality user experiences. Combining insights from science and practice, the authors present a strategy for using interaction patterns, visual appearance, and animations to validate the actual brand values that are experienced by users while interacting with a digital product. Further, they introduce a 'UX identity scale' by assigning brand values to UX related psychological needs. The method applied is subsequently backed by theoretical concepts and illustrated with practical examples and case studies on real-world mobile applications.
| Author | : Harley Manning |
| Publisher | : Houghton Mifflin Harcourt |
| Total Pages | : 275 |
| Release | : 2012 |
| Genre | : Business & Economics |
| ISBN | : 0547913982 |
For readers of "Delivering Happiness" and "The New Gold Standard"--a revolutionary approach to understanding and mastering the customer experience from Forrester Research.
| Author | : Information Reso Management Association |
| Publisher | : |
| Total Pages | : 532 |
| Release | : 2018-05-04 |
| Genre | : Business & Economics |
| ISBN | : 9781668430392 |
| Author | : Aradhna Krishna |
| Publisher | : Springer |
| Total Pages | : 200 |
| Release | : 2013-05-06 |
| Genre | : Business & Economics |
| ISBN | : 1137346051 |
An insightful look at how touch, taste, smell, sound, and appearance effect how customers relate to products on a sensory level, and how small sensory changes can make a huge impact. Customer Sense describes how managers can use this knowledge to improve packaging, branding, and advertising to captivate the consumer's senses.
| Author | : Kelly McDonald |
| Publisher | : John Wiley & Sons |
| Total Pages | : 139 |
| Release | : 2012-10-09 |
| Genre | : Business & Economics |
| ISBN | : 1118461673 |
Deliver a better business experience, for every kind of customer A "one-size fits all" approach to customer service is no longer viable. Businesses competing on service need to understand and cater to customers' racial, ethnic, religious, generational, and geographic differences in order to meet or exceed customers' service expectations. Crafting the Customer Experience to People Not Like You shows how companies, brands, and products struggling to differentiate themselves in a sea of sameness can foster long-term loyalty and brand preference with exceptional and customized customer service. A detailed guide to core customer groups including women, the five generations (matures, Boomers, Gen X, Gen Y and Gen Z), racial and ethnic segments, such as Hispanics and African-Americans, as well as those who are defined by key lifestyle and life-stage attributes Includes onsumer insights that will help business leaders deliver a better business experience with every customer You cannot control the economy, the stock market or the costs of goods and labor. But you can control your organization's customer service. It's an empowering thought. Customer service is 100% in your control at all times and it's more important than ever.
| Author | : Tiffani Bova |
| Publisher | : Penguin |
| Total Pages | : 354 |
| Release | : 2018-08-14 |
| Genre | : Business & Economics |
| ISBN | : 0525534407 |
A WALL STREET JOURNAL BESTSELLER Do you know the best way to drive your company's growth? If not, it's time to boost your Growth IQ. Trying to find the one right move that will improve your business's performance can feel overwhelming. But, as you'll discover in Growth IQ, there are just ten simple--but easily misunderstood--paths to growth, and every successful growth strategy can be boiled down to picking the right combination and sequence of these paths for your current context. Tiffani Bova travels around the world helping companies solve their most vexing problem: how to keep growing in the face of stiff competition and a fast-changing business environment. Whether she's presenting to a Fortune 500 board of directors or brainstorming over coffee with a startup founder, Bova cuts through the clutter and confusion that surround growth. Now, she draws on her decades of experience and more than thirty fascinating, in-depth business stories to demonstrate the opportunities--and pitfalls--of each of the ten growth paths, how they work together, and how they apply to business today. You'll see how, for instance: * Red Bull broke Coca-Cola and PepsiCo's stranglehold on the soft drink market by taking the Customer Base Penetration path to establish a foothold with adventure sports junkies and expand into the mainstream. * Marvel transformed itself from a struggling comic book publisher into a global entertainment behemoth by using a Customer and Product Diversification strategy and shifting their focus from comic books to comic book characters in movies. * Starbucks suffered a brand crisis when they overwhelmed their customers with a Product Expansion strategy, and brought back CEO Howard Schultz to course-correct by returning to the Customer Experience path. Through Bova's insightful analyses of these and many other case studies, you'll see why it can be a mistake to imitate strategies that worked for your competitors, or rely on strategies that worked for you in the past. To grow your company with confidence, you first need to grow your Growth IQ.
