为希望加快业务增长的商业领袖提供服务, few tools are more powerful than a superior brand experience.

你的客户对gpk电子游戏的体验决定了他们将对gpk电子游戏采取什么行动. 他们是会成为买家和忠实客户,还是会失去客户和批评者.

考虑到这一点,gpk电子游戏来看看gpk电子游戏官网体验的一些关键因素:

内容

以下内容将帮助您理解为什么gpk电子游戏官网体验是业务增长的秘密, and how to ensure your brand’s experience is one to be remembered.

什么是gpk电子游戏官网体验?

gpk电子游戏官网体验是指消费者可以通过多种方式体验一个gpk电子游戏官网. 这包括gpk电子游戏官网的外观、声音、感觉、气味和味道 网站 从移动体验到实体店和产品体验,以及两者之间的一切.

The best experiences are born from brand purpose and inspired by gpk电子游戏官网设计. They are meaningful, 令人难忘的, authentic, and 一致的. 有效的体验能够引起顾客的喜悦,增强顾客的忠诚度.

Every customer touchpoint is an opportunity to strengthen your brand’s relationship with that customer with a recognizable experience that caters to their needs in unique and 令人难忘的方式s.

The Benefits of Brand Experience

不仅仅是gpk电子游戏在顾客中引起的情感反应, brand experience is a critical metric for gpk电子游戏官网定位. The way your customers experience your brand can literally make or break your business’s success.

强大的体验会影响购买行为,提高顾客忠诚度. 让gpk电子游戏来简要地看看gpk电子游戏官网体验的一些最有价值的好处.

Effective brand experience enables you to:

增加gpk电子游戏官网知名度

The more 令人难忘的 your experience, 你的客户越有可能与朋友和同事谈论它. The more 一致的 your experience, 你的顾客就越有可能认识它,认同它.

增加感知价值

Consistently executed brands with appealing experiences are perceived as more valuable than those with confusing or unimpressive experiences. Higher perceived value boosts your gpk电子游戏官网资产 并使你的产品或服务获得更高的价格.

培养客户忠诚度

There’s nothing more effective than a meaningful, 令人难忘的 experience to keep customers coming back for more. gpk电子游戏官网忠诚度 is built on customer trust, and customers trust brands whose experiences are 一致的 and relevant.

增加销售

The ultimate upshot of a powerful experience is an increase in sales. When customers experience your brand in an impactful, 令人难忘的方式, they’re more likely to tell their friends and colleagues about it. 在吸引新客户方面,没有什么比个人推荐更有效的了. 口碑推荐对你的业务底线有可衡量的影响.

How to Create a Powerful Brand Experience

Powerful brand experiences clearly have a range of tangible benefits for companies who are willing to invest in them.

So, 你如何创造能够带来客户忠诚度的体验类型, 增加销售, 和一个更好的底线? 以下是一些建议:

了解自己

正如gpk电子游戏之前提到的,最好的gpk电子游戏官网体验源自目的. gpk电子游戏的目的是它面临的最基本问题的答案:为什么?

Why do you get out of bed in the morning? Why do you do what you do beyond making money?

Have a clearly defined answer to these questions and ensuring that answer informs every aspect of your brand is the best way to create meaningful, 令人难忘的 experiences for your customers.

客户, 毕竟, appreciate a brand with a clearly defined purpose, especially in times of economic and political turmoil. That’s why the idea of purpose is so popular these days.

但仅仅因为它在当下很流行并不意味着它不讨人喜欢, essential component to an authentic, well-executed brand experience.

Make a Strong First Impression

The initial impression a customer has of your brand goes a long way towards defining their overall experience of your brand.

无论是 gpk电子游戏官网推广, the homepage of your 网站 or app, the entrance to your office or store, or a label on your product or packaging, ensuring your customer’s first impression is seamless and impactful is a powerful way to shape brand experience.

Regardless of whether your brand sells shoes or insurance, your customers’ first impressions should be frictionless, 易于浏览, 被目标所驱使.

令人愉快的, 令人惊讶的, 或者其他令人愉快的意想不到的第一印象——比如免费的样品, 定制的包装, or personalized experiences—are they types of things that create positive associations in the minds of your customers. 积极的联想对培养gpk电子游戏官网忠诚度大有帮助.

专注于讲故事

超越gpk电子游戏目标, 当提到gpk电子游戏官网体验时,最重要的是要理解gpk电子游戏体验 故事.

Few things are more powerful than a good 故事. 作为人类, we innately resonate with stories—we have ever since the days we painted on cave walls by firelight.

When your brand experience is part of a larger, cohesive 故事line that is meaningful and relatable, 你的客户更有可能理解gpk电子游戏的意义和价值.

博客文章, 社交媒体, 广告, 电子邮件, 店内的体验, 事件, tradeshows—each of these touchpoints represents a valuable opportunity to share a piece of the 故事 of your brand, and inspire your customers in the process.

The Definitive Guide to Rebranding

你需要知道的一切gpk电子游戏官网重塑你的企业——以及避免代价高昂的错误.

是一致的

当谈到gpk电子游戏体验时,很难夸大一致性的重要性. 无论何时何地,gpk电子游戏都应该能够被顾客立即识别出来.

Your brand exists in an integrated ecosystem of touchpoints. Failing to ensure a 一致的 experience at any one of these touchpoints has the potential to undermine your customer’s perception of your brand.

In一致的 brands feel sloppy and unorganized. 他们制造了混乱,疏远了那些质疑他们可信度的潜在客户.

We learn through repetition, 毕竟. It’s how we become familiar with the unfamiliar. 当gpk电子游戏遇到积极的经历时,gpk电子游戏会一次又一次地寻找它们. They become part of the routines of our daily lives.

When you throw a wrench in the familiarity of your customer’s routine with an in一致的 experience, 他们会感到沮丧, whether consciously or not, associate your brand with that frustration. Negative associations like these can be the gpk电子游戏官网的丧钟.

Identify Opportunities for Engagement

Being proactive about cultivating a 一致的, 有意义的gpk电子游戏官网体验就是与客户见面.

This includes your 网站 or app, 搜索引擎营销, 电子邮件营销, sales and customer support interactions, 会议和事件, 店内的体验, 和更多的.

Which channels are your target audience most likely to be found? 什么类型的消息, 图片, 或者在这些独特的空间中,声音最有可能与顾客产生共鸣?

Effective brand management considers all the opportunities your customer has to engage with your brand, 确保gpk电子游戏体验是可识别的和有影响力的每一个转折点.

Think of Sales in Terms of Brand Experience

The classic three-stage sales model includes what happens before, 在, and after the sales experience. 客户会记住他们在这三个重要阶段的每一个经历.

Thinking about sales in terms of experience means taking into consideration how your customer feels not just when they buy from you, but before and after this pivotal moment as well.

Is your 网站, app, or physical store 易于浏览? 或者存在障碍或摩擦阻碍客户找到他们需要的东西?

gpk电子游戏官网架构 and user experience are critical to the pre-sales experience. 直观的, easy-to-use experiences—whether online or in a brick-and-mortar store—often define whether or not a customer will buy from you again.

售后体验和售前体验一样重要. Follow-up 电子邮件 and text messages are a valuable opportunity to ensure your customer got everything they needed out of their encounter with your brand.

培养一个有用的, recognizable brand experience at each sales stage ensures customers will remember your brand in a positive light.

适应和发展

最后,当谈到gpk电子游戏官网体验时,一致性并不意味着停滞不前. The ways your customers seek out experience, 查找信息, and make purchases is constantly changing.

适应性 is more important than ever in today’s dynamic marketplace. Effective brand management includes keeping a close eye on industry trends and the shifting needs of customers.

As your customers’ needs evolve, so must your brand experience. Many pre-pandemic experiences, 例如, are simply no longer relevant to customers whose habits and needs have fundamentally changed because of COVID-19.

Brands who failed to update their experiences in response to the pandemic soon felt hopelessly out of touch with the needs of their customers.

文化时代精神的下一个转变可能不会像全球大流行那样引人注目, but you’ll need to update your experience nonetheless. 瞬息万变的世界,以及顾客不断变化的需求,对任何gpk电子游戏官网都不需要等待.

Brand Experience Examples

So, what does a powerful brand experience look like? 世界顶级gpk电子游戏官网已经掌握了培养有意义gpk电子游戏官网的艺术, 一致的, and authentic experiences.

Let’s take a look at just a few.

英国维珍大西洋航空公司

而维珍航空是因疫情而陷入困境的众多航空公司之一, 它仍然是如何成功执行gpk电子游戏官网体验的标志性例子.

Virgin is the classic outlaw brand archetype. 它的目标是颠覆它所进入的每一个行业,它的航空部门也不例外.

Never before has an airline brand been based on style and fun. From customer support to booking to its in-flight experience, every phase of the 英国维珍大西洋航空公司 experience is designed to make its customers feel like rock stars.

Cabin lighting evoking a nightclub ambiance, in-seat video game entertainment systems, complimentary designer toiletries—英国维珍大西洋航空公司 spared no expense in ensuring every last touch of its experience was unlike any other airline brand.

维珍确定了一个目标受众,其需求没有得到任何竞争对手的满足, and meticulously crafted an experience to cater to its every whim.

星巴克

像处女, 星巴克 identified a unique need among its target audience and built a brand experience to accommodate it.

对星巴克, 这就是“第三空间”,” a place between home and work where its customer could congregate and relax around their shared love for fancy-sounding coffee drinks.

星巴克’ experience comprises a place to meet with friends, relax for an hour with a book, or get some work done remotely.

It has replicated this experience with remarkable consistency in each and every one of its locations, 这, no matter where they were in the world, brand-loyal 星巴克 customers can find a comfortable place to meet up or escape from the world—a place that is as familiar as their living room at home.

在全国范围内

全英保险的经验最好体现在其著名的客户服务上. When it comes to B2B clients in particular, 全英保险公司以致力于满足客户需求而闻名, 不计代价.

How have they cultivated such an impressive reputation? 通过将整个部门投入到客户服务中,即客户倡导办公室.

致力于帮助客户导航政策和支付, the department ensures continual improvement by collecting customer feedback and distributing key findings throughout the organization.

The shared data allows the company to implement large-scale changes, 确保所有部门朝着共同的目标和策略gpk电子游戏.

The upshot of this diligent internal commitment is that 在全国范围内’s experience has come to be synonymous with unmatched customer service. The brand is 一致的ly ranked among the top insurers for small businesses and their yearly revenues reflect the distinction.

IBM

When they’re not positioned around customer service, B2Bgpk电子游戏官网经验通常与思想领导能力或教育联系在一起.

Such is the case with IBM, which has leveraged its decades of industry experience to offer its customers an experience centered on expert industry insight.

The brand’s award-winning quarterly publication, 勤劳的, published as both a digital and print magazine, features top content from the IBM Industries blog as well as insights from a range of industry experts.

勤劳的 is just one example of how IBM engages its B2B audiences with an agile experience informed by dynamic industry changes.

The company’s B2B solutions are backed useful, intelligent content segmented by industry and technology and developed to address the specific needs of its many audiences.

的外卖

gpk电子游戏官网体验包括客户体验你gpk电子游戏官网的所有方式. How it looks, sounds, feels, smells, and tastes. 从你的网站和手机体验到你的店内和产品体验, 以及两者之间的一切.

The best experiences are those born from purpose that are meaningful, 令人难忘的, 真实的,, 最重要的是, 一致的.

Cultivating an effective experience is the most powerful way to stoke customer loyalty and set the stage for the ongoing growth of your business.

The Definitive Guide to Rebranding

你需要知道的一切gpk电子游戏官网重塑你的企业——以及避免代价高昂的错误.

阅读更多的

一个多产的博客, 演讲者, 和专栏作家, Brian has more than a decade of experience in design and branding. 他为《gpk电子游戏》、《gpk电子游戏官网》和《gpk电子游戏官网季刊》等出版物撰稿.