Integrating Brand & Experience

Two decades of marketing specialization has often left brand and communications functionally separated from service delivery. Outstanding customer experiences demand we bridge this disconnect, ensuring brand promise and customer reality work in harmony.

By apply in the 5M model to brand, we integrate with broader customer strategy:

• Mobilize - Creating Branded Customer Experiences requires emotional connections with customers. This means starting with people, training and culture, making early participation from HR and Learning & Development vital.

• Map - Ascertain how brand personality is / should be communicated at each touch-point. Look at brand & communications touch-points, alongside service experiences.

• Measure - Establish a combined measurement system for brand and CEM. Use of common metrics and models to provide a single, unified view of the customer.

• Manage - Branded CEM reported via Fizz technology, coupled with workshop sessions. Discrete analysis to look at brand positioning and competitive opportunity.

• Motivate - Internal marketing and events to create cultural change. Training of contact center / front-line operatives to convey brand personality at key junctures.