First step back and ensure you have your strategy aligned, then craft questions aligned to the specific challenge.

Start by reviewing your promise to customers, what is their expectation (brand values, brand promise), then overlay the commercial objectives of your organisation (what is your end game?), then review your customer journey, where are the drop out points, then engage with customers at the pain point prior to exit (your lose point), then build the right questions to seek the answer to attrition.

Here is the 2011 US brand loyalty index top 5

• 1st - Amazon
• 2nd – Apple – Iphone
• 3rd - Facebook
• 4th – Samsung
• 5th – Apple – Computers

Click the link to see the top 100 :  http://bit.ly/oWzNBL 

CSM Thinks…

This is a US index, we really like the concept and execution by http://www.brandkeys.com

We wonder if UK consumers score these global brands in a similar way? Or is the delivery of a brand within a global territory different?

Would UK consumers be as loyal as the US coffee consumers to Starbucks?

This would be a good study-index to replicate in the UK and EU.

This week’s insights are triggered by our recent Customer Satisfaction Experiences; we hope you find them useful and reflective…

This week’s insights are triggered by recent Customer Satisfaction Survey articles; we hope you find them reflective…

Customer Experience and Brand Perception

What is Brand perception? Well it’s how your customers conceptualise your organisation, it is their perception of your organisation, it’s where they see you fitting in their view of the world. It is influenced by everything about you; products, service, communication messages, your culture, and how they experience you at every touch point in their journey with you; in summary its how they perceive you, it is your organisations identity.

What some companies fail to see is that from their customers’ viewpoint, their products, services, and brands are viewed as one entity.
Chuck Martin, New York business author

http://www.ibtimes.com

An example of this is Starbucks. In essence a coffee shop like many others but they have created a distinctive identity. Instead of going for a coffee their customers talk about going for a “Starbucks” due to the qualities and characteristics that make Starbucks an institution rather than any old coffee shop.

Why is Brand Perception Important to Your Organisation?

Your brand is a valuable asset to your organisation as it shows your target audience what you offer the market place. Remember though:

Your brand is created out of customer contact and the experience your customers have of you.
Stelios Haji-Ioannou, Chairman of EasyGroup
http://en.wikipedia.org/wiki/Stelios_Haji-Ioannou

This is why it is important to align your target audience’s expectations to their experiences. To help everyone internally at Customer Service Measurement Ltd (CSM) we use a brand wheel to communicate the essence of our culture and values, this helps us find the right staff to deliver the right customers experience.

How do you ensure your customers have an experience that exceeds “satisfied”?

Implement a consistent brand experience and deliver against expectation, where the purchase process is “easy”, the result will lead customer repeat business, and a positive buzz you’re your customers talk about your organisation.

Ordinary people can spread good and bad information about brands faster than marketers.
Ray Johnson, Internet Marketing Guru

To learn more about positive word of mouth and how to measure it please read our blog on How to use net promoter score in your organisation.

How do you Gain a Positive Brand Perception?

To understand what your customers want, you need to engage with them.

The more you engage with customers the clearer things become and the easier it is to determine what you should be doing.
John Russell, President of Harley-Davidson
http://uk.linkedin.com/pub/john-russell/11/9b8/795

Case Study: How did CSM help Pampered Chef?

How did we help Pampered Chef align their US sales strategies to the UK market?

CSM used focus groups to interact with their target audience gaining insight which helped Pampered Chef reduce risk in future sale strategies though the voice of the customer.

Read the full Case Study at:
http://customerservicemeasurement.com/customer-satisfaction-resources/customer-satisfaction-case-studies/case-study-jbp

Do You Want Honest Answers?

When talking about your brand customers feel much happier talking to an independent 3rd party as it gives them the freedom to present negative feedback without hurting anyone’s feelings, very relevant within a British culture.

At CSM we have experience and offer various methods of gaining customer insight in brand perception and in return increasing sales and reducing risks.

Why not download one of our white papers at:

http://customerservicemeasurement.com/customer-satisfaction-resources/whitepapers

Alternatively give us a call on 0800 970 9940 to see how we can help you today.