Customer experience is a key part of a brand’s go-to-market strategy. A brand needs to be relevant and feel like it’s talking to the people it wants to serve. And having a strong customer experience strategy will help a brand stick out amongst its competitors and drive deeper engagement and connection.
When you think about the “customer experience,” what exactly comes to mind? “Customer experience” can conjur up so many different connotations, and yet it means so much more than what some might realize. One experience, either bad or good, can make or break someone’s relationship with a brand. In one of our previous blog posts, we talked about the power of human motivations and how important it is for brands to be relevant and resonate with people, and that becomes even more important when it comes to how they experience the brand. So now, let’s dive deep into exactly what “customer experience” is and why it’s so important.
What is customer experience, really?
To put it simply, “Customer Experience” is any point at which people can, well, experience the brand. Whether that’s at the shelf purchasing a product, opening up their go-to social media platform and seeing a branded ad pop up, or chatting with a customer service representative, there are multiple ways that people can “experience” your brand.
Why is customer experience so important for my brand?
- Drives Brand Loyalty: A strong customer experience strategy fosters authentic connections and builds loyalty, helping brands stand out and create deep connections. Without continually improving the total customer experience, brands limit their potential for success.
- Differentiates Your Brand: A strong customer experience strategy helps a brand stand out by differentiating it through memorable, meaningful interactions. It keeps a brand relevant by continually adapting to and addressing the evolving needs and expectations of customers.
- Drives Brand Growth: A good customer experience enhances your brand’s reputation and encourages positive word-of-mouth. People share both positive and negative experiences with friends, family, and online communities. Therefore, having a strong customer experience strategy is so damn important.
How do you build a more strategic customer experience?
Customer experience is a multi-faceted approach that goes beyond just having good customer service. For people to have a better connection with your brand and ultimately, spend more money with you, there are a few more things to consider:
Anticipate what people want and need:
People today face countless choices, making it challenging to navigate through endless options. They prefer an easier shopping and brand engagement experience. Brands that anticipate customer needs, perhaps using AI and other technologies, stand out and gain loyalty.
(e.g., brands on apps like Instagram and TikTok pushing content to people based on their algorithms and FYPs to promote their products and help aggregate the things people shop for all in one place)
Be honest and open at all times:
People value honesty, especially when buying products or services. Brands should be transparent about their manufacturing processes, leadership, and other aspects to build trust and confidence among customers.
(e.g., Everlane showcases on every product page their “transparent pricing,” highlighting how much it actually costs to make a shirt)
Be consistent everywhere:
People expect a consistent experience across all brand interactions—online, in-store, via chat, or on social media. This consistency helps them understand the brand and sets expectations. The more familiar people are with a brand and its presence in various settings, the more comfortable they feel engaging with it.
(e.g., Glossier uses the same minimalistic look, approachable and relatable brand voice, and message around self-expression across every single touchpoint that makes people trust in their brand)
Make things personal:
Personalization matters as it makes people feel that experiences are tailored just for them. While aware of mass production, people appreciate products and recommendations that feel personalized, as it helps them identify with the brand and fosters continued engagement.
(e.g., Function of Beauty, allowing people to mix-and-match their haircare products to make sure they are getting the exact right product for their specific hair type, needs, and desires)
Check in constantly:
Brands must regularly adapt based on customer feedback, using metrics like NPS, market research, and social media to understand their perception and areas for improvement. To meet evolving customer needs, brands must be prepared to change.
(e.g., Patagonia engages with their customers through various channels, including social media and customer feedback platforms to help drive sustainability initiatives and product improvements, such as their Worn Wear program)
And The Sound has done this before! Click here to read more about that work!
Through a qualitative and quantitative approach, we recently helped Google uncover 8 universal needs people believer brands can and should deliver through their branding: See + Connect, Lift Up, Lighten the Mood, Relieve the Pressure, Smooth the Path, Provide the Tools, Guide + Advise, and Open Doors + Eyes. And all of those needs wrapped up together speak to how people want to engage with and experience a brand, today.
We at The Sound love to connect brands with people. Let’s chat and see how we can build a customer experience strategy.
Written By:
Andrew Shepherd
Andrew is fueled by storytelling – with over 9 years of experience in brand strategy and qualitative research, he loves to look for commonalities within humanity and weave them into telling human-centric stories. Adaptable and Flexible are Andrew's middle names, and he brings an ear to listen, a heart to feel and a brain to think in every aspect of his work.
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