As both media and audience segments become more fragmented, marketers have to work harder than ever to create — and keep — loyal customers. But the extra effort hasn’t resulted in a sure-fire formula for generating strong bonds with buyers, and the path to success remains uncertain.
Many marketers rely on communications that appeal to emotions and telegraph to consumers that a brand is likable, glamorous, cutting-edge — whatever it needs to be to match consumers’ needs. That works well for some, but a strong focus on the transactional experience can be equally or even more effective.
Creating expectations is one thing, but fulfilling those expectations is the province of the product or service and the user experience that surrounds it. Although most marketers have little control over the product, they do wield influence over the experience. And when we look at the brands with the strongest customer relationships, it’s clear that the brand experience is a critical contributor to success.
Here are five ways marketers can make sure their brand experience is adding value to the consumer-brand relationship. These are things we know intuitively, but for some reason, don’t take to heart. The companies that do this well — like Netflix, Zappos, Google and Apple — all have something in common: They are run by the people who founded them. The enthusiasm and vision these entrepreneurs bring to their work are qualities every company can learn from.
- DON’T MAKE PROMISES YOU CAN’T
Keep Relationships require trust. And in the age of social media, when expectations are not met, things get ugly fast. Last Mother’s Day, two large floral delivery brands failed to make some promised deliveries, and affected customers immediately went public with their frustrations via Twitter and Facebook. Since these services rely on local florists to fulfill their delivery promises, some delays are probably expected. The problem is, they are neither expected nor tolerated by customers. Any service with a similar business model would be wise to create a fail-safe system or, failing that, reconsider its promise.
- DO YOUR RELATIONSHIP HOMEWORK
Brand relationships thrive or fail based on the brand’s success in providing what the consumer values most. Are you sure you’re giving your customers what they want most right now? Wants change, so it pays to find out. The retailers who created the video rental category believed what consumers wanted most was a great selection of in-stock new releases and a strong archive of older films. Then along came Netflix with home delivery, a no-late-fees policy and a hassle-free online experience where even service cancellation is streamlined. These innovations made it possible for Netflix to take control of a category once owned by less customer-focused competitors.
- BUILD FROM THE TRANSACTION UP
A satisfied consumer probably won’t change credit card brands or insurance services because of marketing communications, but a dissatisfied one will. A consistently good transactional experience is so critical to customer loyalty, it’s surprising more companies don’t emulate online retail phenomenon Zappos.com. Last December CEO Tony Hsieh wrote in his blog that Zappos really took off when he focused the company on providing “the very best customer service and the very best customer experience.” And he goes to extremes to achieve that, even paying new employees to quit if, after training, they’re not ready to commit to the company’s consumers-first philosophy.
- MAKE YOUR STAND WHERE EXPECTATION AND EXPERIENCE MEET
The place where consumer expectations and brand experience intersect is a make-or-break point for relationship-building. When the brand experience is consistently better than expected, the customer becomes an advocate. Think about Google. People expect a good search engine, and they get that. But like an infomercial that repeatedly says, “But wait! There’s more!!” Google constantly improves the offer. What started with simple Web searches has expanded into images, video, news, G-mail, Scholar, blogs and more. When an innovation is especially helpful or wow-inducing — Goog411 and Google Earth, for example — the transactional experience triggers a cascade of spontaneous consumer referrals.
- BE RELENTLESS
Apple is an acknowledged master of brand experience. Every aspect of the brand is consciously and relentlessly designed for maximum elegance, fun and user-friendliness. Category-busting products like iPods and iPhones have set new standards and inspired competitors to raise their own bars higher. But Apple does not stop at the product. In the stores, on the phone and online, service is prompt, polite and handled by personable, well-trained staff, and each interaction triggers a quick satisfaction survey. This is a brand experience that works, and Apple clearly works at it every day.
The bottom line: To create a bullet-proof brand relationship, make sure your marketing communications, your product and your transactional experience are all working in harmony to outdo expectations and convert consumers into advocates for your brand.
Wendy Lurrie is president of G2 Direct & Digital.
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