Brand experience can have a more positive effect on consumers than the best ads or celebrity endorsement. In fact Laura Ramos at Forrester Research says “Exceptional experiences are now your best competitive advantage”. In a digital world, brands must delight customers consistently with great customer experiences in every channel and at every touchpoint, or risk losing them to competitors.
But company structures and departmental silos can prevent teams aligning behind the brand promise, collaborating with each other and unifying brand consistency. As Kerry Bodine, a customer experience expert says, sometimes “the people who are responsible for making promises to customers aren’t collaborating with the people who are responsible for keeping those promises.” In other words, the brand promise made to customers by marketing sometimes doesn’t make its way right through an organisation and as far as the customer. Or it does so sporadically and is therefore delivered inconsistently.