Brand experience applies to both customers and noncustomers. The customer experience has a more narrowly defined scope around the purchase, consumption, and use of a branded product or service. It is limited to actual customers of the brand. The brand experience is a broader framework that includes customer experience, user experience, brand identity, brand values, and marketing experience. The difference between brand experience and customer experience is often described in terms of promises – the brand experience is about making promises, and customer experience is about keeping them.
What is brand experience?
Brand experience is the lasting impression and feelings an individual or audience has about a brand. A person’s experience with a brand can be impacted by everything from marketing, advertising, and media coverage to interactions with salespeople and customer service agents throughout the buying journey.
What is customer experience?
The customer experience is the feelings and impressions that a customer has during a buying experience, from presale discovery through purchase and post-sale interactions. The customer experience can be impacted by how well a product or service meets the customer’s needs and by the interactions with employees throughout the customer journey.
Why is brand experience important?
A positive brand experience creates stronger relationships with customers, who are likelier to buy products and services from brands they like and admire. As a result, superior brand experiences improve sales and drive revenue.
Customers are understandably more loyal to brands with positive experiences, often staying with the brand even when competitors offer lower prices, greater value, or more convenience. Loyalty to a brand inevitably results in stronger customer retention and higher lifetime value.
What makes good brand experiences?
The brand experience is affected by a broad array of factors. A customer’s brand experiences are impacted by the quality of marketing, advertising, and communications, as well as the helpfulness of sales associates and customer service agents. The values and personality of a brand can also affect a customer’s perception. And the way that a business handles mistakes and communicates about crises has a significant impact on brand experience.
Why is customer experience important?
A positive experience encourages customers to become repeat customers, making additional purchases and increasing customer lifetime value (CLV). Positive experiences also turn customers into loyal advocates, helping to increase the customer base through word-of-mouth advertising. Additionally, positive customer experiences create differentiation and build competitive advantage.
The customer experience concerns how customers interact with a company and their perceptions of those interactions. Customer service is one part of the customer experience.
What makes a good customer experience?
Many things impact the customer experience, including personalized marketing and advertising, helpful sales and customer service reps, the quality of a product or service, a frictionless buying experience, and seamless customer support.
How do you measure brand experience and customer experience?
In the past, companies have most often used surveys, focus groups, and social media monitoring to measure the quality of brand and customer experiences. While they offer some helpful data points, these techniques are limited in several ways. The sample size is typically just a fraction of the total customer base, providing a less-than-comprehensive understanding of the brand or customer experience. People who respond to surveys or post about experiences on social media are more likely to be motivated by highly positive or negative experiences, skewing the results. To overcome these limitations, many companies have turned to conversation intelligence technology to gain a more accurate and comprehensive measurement of brand and customer experiences.
What is conversation intelligence?
Conversation intelligence is a technology that uses artificial intelligence, machine learning, and natural language processing to understand and analyze voice and text-based conversations. Superior conversation intelligence technology can understand not only the meaning and intent of a speaker’s language but the emotion that is driving their actions as well. Conversation intelligence software transforms the unstructured information in calls, email, chat, texts, social media, and web-based interactions into structured data that can be searched and analyzed.
How does CallMiner’s conversation intelligence platform help improve brand and customer experience?
As the industry’s leading conversation intelligence platform, CallMiner Eureka captures 100% of customer conversations across all channels. By extracting intelligence from every customer conversation, CallMiner enables brands to better understand what they want and need and how they feel about the brand and their interactions on their buying journey. Insights gleaned from every customer conversation enable brands to more accurately identify what’s working and what’s not and to pinpoint areas of opportunity to drive improvement, growth, and transformational change.