Brands are built through both communications and the experience with the corporate, product or service brand. Unfortunately, brand-building efforts are largely focused on communications, often to the neglect of the experience. A few examples:
Each interaction with the brand, or touch point, represents "a moment of truth" that can affect business results for better or worse.
Business customers and consumers alike expect:
- fast service
- convenience
- appropriate cross selling
- solutions
- and consistent treatment across channels
We work with our clients to develop customized brand assessments that provide the answers to these critical questions.
Lippincott has worked with airlines, retailers, banks and a wide variety of other companies to help them realize the economic value of aligning the customer experience.
Our process is both logical and disciplined:
Identification
- Review existing brand strategy
- Identify touch points
- Develop hypotheses as to which need strengthening
- Construct detailed customer experience chains
Validation and Prioritization
Conduct research to:
- Confirm hypotheses
- Determine which touch points have the greatest impact on brand preference
- Predict the impact on ROI of investment in touch points
Implementation
- Develop action plans against touch points (based on brand preference and ROI)
- Share finding with key stakeholders
- Engage stakeholders in solution
- Development/execution plan
- Develop an ongoing monitoring system