© 2012 GlobusMedia Ltd
How to build your brand through great customer experience
Hello and welcome
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Abigayle Norman
Content Marketing Manager
Housekeeping
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You are
all mute.
Feel free
to ask any
questions
here.
Social media
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@brandworkzworld Brandworkz Brandworkz
Find us on social media
Use the hashtag #brandandCX
Align Internal Teams Behind your Brand
Positioning.
Promote and Educate
How to get all your third parties to
communicate your brand consistently.
Share and Distribute Govern and Automate
Building a strong brand
Past webinar links
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http://www.brandworkz.com/knowledge/
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Crowded market place
Product categories are crowded
Product quality and innovation isn’t enough
Consumers want to connect emotionally
Multiple channels and touch points
Marketing in the digital era
means consumers have
access to our brands in
multiple channels and
touch points.
Brand Access
Inconsistency leads to brand chaos and confused customers
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Customer Experience
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Brand and company value
Brand is a key intangible business asset.
It is the key driver of competitive advantage and sales.
Defines who you are, how you operate and how you
differentiate.
In the 1980s tangible assets made up 75% of company
value.
Today intangible assets make up 80% of company value.
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Brand and company value
Coca-Cola’s brand is worth 50% of the company value or
$73 billion.
Coke is able to charge a 112% premium for their brand
because of their clear and consistent branding.
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The importance of branding
£1.25 £2.20 £2.50
Core elements
More than a logo
While delivering a consistent
brand
Build their customer experience through
One Seattle store Howard (CEO)
Responsibility
Quality
Gathering/Work
place
Not (just) coffee
Customer centric thinking
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5 core characteristics of CX
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1. Quality products and services
2. Support before, during and after purchase
3. Convenient interactions
4. Aesthetically pleasing and relevant brand
5. Community around the brand
Brand and CX
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1. Clearly articulate brand vision and values
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Clearly articulate the brand to 40,000 staff members
Needed to educate staff
Couldn’t train everyone face-to-face
Online central tool for this
A fresh new brand identity promoting healthy lifestyle
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Outcomes
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20,000 unique users
Informing all new employees about mission, vision, values
and behaviour.
Creating differentiation in the market place
2. Engaged and satisfied workforce
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Open lines of communication
Engage in two way conversations
Central location for communication to take place
3. Deep understanding of your customers
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Segment and create
personas
Document and keep
this information in a
central location
giving employees
easy access
4. Great customer service
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Selling globally in 44 countries
2,000 retail outlets
Needed to communicate brand
stories and train resellers in a
cost effective manner
Needed to deliver consistent
customer service
Central platform to educate resellers
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With downloadable marketing &
POS materials
Framework for CX
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Key Takeaways
A brand is only as strong as customers’ actual experience
with it at every touch point.
You must really understand your customer and their needs.
Make sure you have really communicated your company’s
ethos and brand.
Implement technology to help you better manage your brand
and marketing processes.
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Questions, comments or to book a demo.
+44 (0) 20 7288 9700
www.brandworkz.com
@brandworkzworld Brandworkz Brandworkz
Thank you!