81% of marketers believe customer experience is a better way to build brand performance than communications. However, only 52% of those marketers believe the brand experience they deliver to their customers is industry leading.
The study was conducted amongst 2,200 marketing leaders working within international organisations globally. The research set out to explore the challenges, opportunities and leading practices for aligning brand promise and customer experience.
It reveals that many organisations are not structured around the delivery of the brand promise. When questioned about internal brand culture and customer-facing brand values, only 53% of respondents claim internal-external brand alignment in their workplace. And only 37% believe all employees understand how they can deliver the brand promise to the customer.
In order to succeed, customer experience must be made every employee’s responsibility. Three quarters of marketers believe that their employees care about what customers think about their company. But only 17% of companies enable all employees to suggest ways to improve customer experience.
And only 6% use brand management software to align and educate internal teams around the brand promise and deliver a consistent brand experience.
Additional key findings and suggestions for improving brand experience are revealed in the infographic.