Inspiring and engaging customers by building on shared purpose and values
Customer experience has been the key differentiator for enterprises looking to create brand value. In fluid times and times of crises, brand value is often called into question as customers reflect on more than what a company delivers through its product or service portfolio. If there is a time for brands to demonstrate commitment to their purpose and people, it is now.
With the forced abandonment of physical channels and the growing need for accelerated digital adoption to serve convenience or necessity, the effectiveness of traditional engagement models and proven marketing strategies has been brought sharply into question. There are several new balances to be found: anticipating and addressing evolving expectations, changing needs and shifts in behavior while respecting privacy; catering to newly emerging channel and interaction preferences while building health and safety into every experience; and resolving concerns through empathy-led responses while harnessing technology and digital connectivity to respond with agility and relevance. Companies that are able to find the right balance will unlock the ability to build new connections, reduce churn and strengthen loyalty, while elevating brand perception and affinity.