Elevate Your Brand With CX Tools And Signature Moments...Elevate Your Brand With CX Tools And...

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Consumer Marketing 2018

Sam Stern, Principal Analyst

Jennifer Wise, Senior Analyst

Elevate Your Brand With CX Tools And Signature Moments

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Customer,

meet Brand.

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Marketers

increasingly use

the word

“experience.”

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And “brand” is

moving towards

“brand

experience.”

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Brand, meet

Customer

Experience.

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DISCOVERY EXPLORATION BUY USE ASK EXPLORE

Ease

Emotion

Effectiveness

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Brand and CX are reliant on one another

Brand CX

Brand promises

Customer perceptions

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Effectiveness

Emotion

Ease

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Think of a brand.

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What brand did you think of, and

why?

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Emotion.

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Effectiveness

Emotion

Ease

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Source: “The State Of Customer Journey Mapping, 2017” Forrester report.

The customer’s

emotional

journey is critical

for determining

loyalty and

overall

experience

quality.

What is your customer’s emotional journey?

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The moment.

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Create a moment?

Remind of the moment?

Heighten an existing

moment?

How can I…

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Create a moment?

How can I…

Kimpton Hotel Monaco

Has iconic animal print robes for guests to wear

“A Different Way to Stay. Where inspired travel begins”

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Equinox Fitness Clubs

Has chilled towels infused with eucalyptus oil

“Studios that inspire you to perform and luxury amenities that keep you

at your peak. It’s not fitness. It’s life.”

CarMax

Makes picking up your new car something to remember

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Heighten an existing

moment?

How can I…

Trunk Club

Includes a personalized note on items from your stylist

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Pret A Manger

Lets employees give food customers for free

The Ritz Carlton Hotel

Spends up to $2,000 to make it right or delight

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Remind of the moment?

How can I…

Emirates

Gives out plush animals to help children enjoy the flight

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Atlantis Paradise Island

Sends personalized, pre-arrival videos to keep

excitement high

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European Automaker

Sends post-purchase emails reassuring customers they

got a good deal

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Source: http://www.imdb.com/title/tt2096673/videoplayer/vi3685069081

Will it work?

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DifferentiationIs it like a literal signature, unique to your company and not easily

replicated by others in the market?

Brand RecognitionDoes it contain elements of your brand identity or messaging that

customers can easily link back to your company?

Identity Of OriginDoes it express information about where the company is from,

where the product is made, or the local market?

Sustained ImpactWill it be memorable for the customer for a week, a month, or

even a year. Will they share it with others?

Signature moments assessment

Customer ValueIs it something that the customer will treasure or value, or

something they will dismiss as worthless? Is it memorable?

Customer WowDoes it deliver a uniquely positive emotion? Does create a

moment of delight that shows you care about them?

Brand

Business

Customer

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Want to extend this moment?

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Meet the Panel

Eric SoelbergVP of Customer Insights & Planning L.L.Bean

Allison LandersHead of Customer Experience, Workplace Solutions GroupPrudential Financial

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Thank youJenny Wise

+ 1 617-613-6487

jwise@forrester.com

Sam Stern

+1 617-613-6033

sstern@forrester.com