Beyond The Promise: Insites

Christophe Vergult talks about the crossroad we find ourselves on "building brands through customer experiences? Or building customer relationships through brands?"

How to build profitable relationships through experiences?

Different points of contact between the brand, its message and the consumer:

• Product touch point (where you can purchase the product or service)

• Value for money (one time a year you pay the bill of a specific service provider

• Sales contact touch point

• Delivery touch point (is it nice to drive the car you have?)

• Customer service touch point (if its broken, are they fixing it? and is that working for me?)

• Communication touch point ( the messages I receive from brands - mailing etc)
  

• Rewarding touch point (am I valued as a customer)

What can we learn from a brand as Harley Davidson.
(the classic example: tatoos of the brand name)

HD delivers the full experience, the way of life, the experience where their consumers not only recognize theirselves in, but they want to adopt the concept, the site. The brand becomes part of their everyday life, of the friends they chose and most certainly: the ride they own, and the next one they'll buy.

Next example: ziggoziet.nl  (service provider for television, internet and phone business). The campaign was very teasing and inspiring, but the brand could not deliver on the promise. They should've bought some tickets to this seminar I guess.
Ziggo lacked consistency in delivering the total experience by lining up their brand values. People immediately felt and saw that this was an empty box.

CPE value chains: must get slide deck of this presentation <embed here, update soon>

Next: talking about the Net Promotor score. Net Promoter is a customer loyalty metric co-founded by (and a registered trademark of) Frederick F. Reichheld, Bain & Company and Satmetrix. It was introduced by Reichheld in his 2003 Harvard Business Review article "The One Number You Need to Grow."
The most important proposed benefits of this methodology derive from simplifying and communicating the objective of creating more "Promoters" and fewer "Detractors" -- a concept claimed to be far simpler for employees to understand and act on than more complicated, obscure or hard-to-understand satisfaction metrics or indices. In addition, proponents claim the Net Promoter methodology can reduce the complexity of implementation and analysis frequently associated with measures of customer satisfaction, providing a stable measure of business performance that can be compared across business units and even across industries, and increasing interpretability of changes in customer satisfaction trends over time.

Number 1 Net Promotor Score: Toyota. Followed by Argenta (which is weird because financial services mostly score very low.) Third place is claimed by Colruyt, despite the lousy shopping experience when it comes to cosiness or store design, still valued and perceived very positive by the loyal customers.