This is based on interactions a specific customer group has with the brand with an expected end result or service delivery. This usually means paying for the experience, although there are some exceptions (see below). For brands, the customer experience is the ultimate ‘reality-check’. It is an opportunity to fulfil and exceed the expectations external audiences have. It is also the area in which brands can learn the most; by monitoring the way customers interact with corresponding touchpoints, brands can identify potential ‘pain-points’ and make necessary shifts to improve customer experience – and therefore perception – of a brand. Choosing a Web Design Agency branding agency is such an important decision as your brand is so important to you.
This monitoring can come from feedback collected by frontline staff, or be collected from online interactions. In practical terms, the difference between brand experience and customer experience breaks down as follows. A passer-by walks into an Apple store and experiences the brand in its physical space. They enjoy the presentation of the products and feel attracted by the communication and the whole brand universe. They have a nice chat with a store employee. Then, they leave without buying anything. In this scenario, our passer-by is able to experience Apple as a brand without actually becoming a customer. That is brand experience. Businesses like creative agency are brilliant at getting your brand out there!
However, the passer-by will only have an actual customer experience if they were to buy one of Apple’s products and start to interact with the touchpoints that were designed to provide a specific service. The distinction is important in that Apple goes to great lengths to create the overall brand experience and the customer experience as one part of it. The measurements done on the success of the brand experience are based, in part, on the customer experience. Further measurements may be carried out in relation to the employee experience of the brand or the shareholder experience – each of these audiences should be catered for with a specific experience. The role of branding agency london is to create, plan, measure and manage branding strategies for clients, including support in advertising and other forms of promotion.
This is just as true when brands offer services that customers don’t have to pay for. Our interaction with these brands is mostly taken for granted and we feel entitled to them. We can’t even remember what we did before they existed. Think of Google. From receiving emails to translating a web page, we’ve all used Google services at some point. Many of us use them from the moment we wake up to the moment we go to sleep. And although we do not pay for these services, we have very high expectations of how they should perform. How many of us have complained about Google Maps for taking us to the wrong place or freezing at a key moment? A Branding Agency communicates your uniqueness, your voice and your values in a way that is visually appealing.
We also have high expectations of their ethics and behaviour in general. We expect them to have an opinion on pertinent matters to do with data and internet privacy. We are quick to judge Google – and other free digital giants of the same ilk – if we feel that the brand is not living up to our expectations. In other words, we expect these brands to fulfil the promise they’ve given us, explicitly or implicitly. In these examples, the brand, customer and user experience are all closely intertwined. To exist on the internet is to come into contact with Google, whether we like it or not. As such, we are all Google customers. To further understand why hiring a Branding Agency Manchester is a smart decision for any company in need of a rebrand, it helps to take a look at the unique areas of value that a branding firm can offer.