Use customer experience to drive value

The purpose of building a corporate or product brand is to gain and sustain a competitive advantage over your competitors. If a brand is differentiated and supported, it will achieve consistently better returns on your investment. Most times.

However, even the best brand strategy can be derailed instantly if the customers have a bad interaction with the product or service supporting the brand. The opportunity for failure is astronomical when you consider the myriad things that can go wrong in an aspect of branding called “customer experience.”

The purchase decision is often described as the moment of truth for your brand. Creating an exceptional customer experience is more akin to preparing for a journey of trust with the journey's roadmap planned well in advance.