A well-defined brand promise enables a company to make an emotional connection with customers and differentiate its brand. Where brand promises are met in every interaction with the customer, we achieve ultimately the holy grail: brand advocacy.
“The Power of Experience”
Loyalty is defined as a strong feeling of support or allegiance. Advocacy is defined as public support for, or recommendation of a particular item, cause or policy. If you are the leader of a business you better believe that you want customers who advocate on behalf of your brand rather than ones who are simply loyal.
Brand advocates spend twice what the average customer spends on their favourite brands. (Zuberance)
There is no more powerful tool for brand advocacy than an exceptional customer experience; in fact, 81% of companies who design and deliver a customer experience are outperforming their competition. (Customer Experience Maturity Monitor, Peppers & Rogers Group)
Apple is an excellent example of a well-executed brand promise with their “Think Different” message that they relentlessly deliver across all elements of the customer experience. From the layout of the shop floor to the packaging of the product and the design of the magnetic charger, Apple ‘think differently’ about every single element of their product and service design and my experience is remarkable;
I tell anyone who will listen how fantastic my experience was and that I am now going to switch from a Blackberry to an iPhone.
Turning bad experiences into good opportunities
Each contact with a customer is an opportunity for the company to be brilliant rather than simply satisfactory. We all know that sometimes things go wrong. If a company breaks the promise they have made to a customer, they must make it right.
In fact, a study of companies that offered free remedies, such as an apology, in addition to monetary compensation, showed that customer satisfaction doubled from 37% to 74%.
In the same study, 1 satisfied customer told 16 people about their experience and a dissatisfied customer told 28. This is being exaggerated by the internet and the escalating power of consumer opinion. (CCMC and WP Carey Business School at Arizona State University)
A McKinsey study of more than 27,000 consumers across 14 different industries also found that maximising satisfaction throughout the customer experience had the potential to increase customer satisfaction by 20%, lift revenue by 15% and reduce the cost of serving customers.
It pays to deliver on your brand promise.