According to a recent ranking, the three most relevant brands in the UK are: Apple, Lego and Playstation.
More than 10k consumers responded to the survey, saying that--for the third consecutive year--Apple is the most relevant brand in their lives. What is relevance? According to the Brand Relevance Index, it means 1) consumer obsession, 2) inspiration, 3) innovation and 4) pragmatism.
Lego is #2 in this survey, a brand that understands consumer behaviour and knows how important personal experience influences relevance. Lego is using event marketing and other in-person experiences to compete in newer markets such as Hong Kong. The Lego House in Denmark is an in-person brand experience built from 25 million plastic Lego bricks.
In fact, more brands are marketing themselves through experiences. For instance, Converse--which makes athletic shoes--refashioned a London hotel into a limited-time brand experience earlier this year.
Watch for more brand marketing via experiences during the holiday shopping season as companies seek to build awareness, preference and purchasing.
Showing posts with label customer experience. Show all posts
Showing posts with label customer experience. Show all posts
Wednesday, 3 October 2018
Thursday, 27 February 2014
Customer service goes social and mobile
Customers are increasingly sharing their customer service frustrations via social media and apps--causing companies to improve.
According to a 2013 study by the British Standards Institution, fewer consumers believe that customer service is getting worse. Even better news, more consumers today say that customer service is actually getting better, compared the number who saw improvement in 2008.
Not surprisingly, Twitter UK is promoting itself as a platform for customer service interactions. In particular, it's showcasing O2's #TweetServe hashtag, which enables O2 telecom customers to request account info via direct message on the Twitter platform and via text message.
Many businesses, including airlines and banks, use Twitter to encourage two-way communications with customers on the go. On the JP Morgan Chase Twitter account, customers can see who is responding and even request responses from particular reps. 'We have customers returning to the channel saying, "Hey, let me know when Theo gets in", or "I want to talk to Danni; she knows exactly where I’m at and what I’m going through"', says the bank's VP of social media operations.
WhatsApp, a real-time messaging app, also wants customers to use it for service inquiries and comments. WhatsApp says it has 200 million more users worldwide than Twitter. WhatsApp users can receive private, immediate responses from companies--a plus when sensitive info is involved. Already, WhatsApp is the top messaging app in India, so if a business outsources service functions to India, local reps there are likely to know and use WhatsApp.
According to a 2013 study by the British Standards Institution, fewer consumers believe that customer service is getting worse. Even better news, more consumers today say that customer service is actually getting better, compared the number who saw improvement in 2008.
Not surprisingly, Twitter UK is promoting itself as a platform for customer service interactions. In particular, it's showcasing O2's #TweetServe hashtag, which enables O2 telecom customers to request account info via direct message on the Twitter platform and via text message.
Many businesses, including airlines and banks, use Twitter to encourage two-way communications with customers on the go. On the JP Morgan Chase Twitter account, customers can see who is responding and even request responses from particular reps. 'We have customers returning to the channel saying, "Hey, let me know when Theo gets in", or "I want to talk to Danni; she knows exactly where I’m at and what I’m going through"', says the bank's VP of social media operations.
WhatsApp, a real-time messaging app, also wants customers to use it for service inquiries and comments. WhatsApp says it has 200 million more users worldwide than Twitter. WhatsApp users can receive private, immediate responses from companies--a plus when sensitive info is involved. Already, WhatsApp is the top messaging app in India, so if a business outsources service functions to India, local reps there are likely to know and use WhatsApp.
Sunday, 10 November 2013
Trust + reputation + service = Customer experience
The latest survey of Top 100 UK Brands for customer experience shows what happens when well-known brands get a reputation for trying to dodge corporate taxes.
As shown at right, the top 2013 brand for customer experience is John Lewis. However, Starbucks, which has been criticised for avoiding UK corporate taxes for several years, isn't anywhere to be found on this year's list of 100 brands.
Nunwood, the consultancy behind this survey, notes that customer service in meeting needs is important, but so is trustworthiness and reputation. The companies in this 2013 Top 100 list scored the highest on all those dimensions.
Some companies are new to the top of the list, others have been near or at the top for some time. Take a look at this comparison of the top 10 in 2011 and the top 10 in 2013. John Lewis, Amazon, Virgin Atlantic and M&S (food and brand) have extended their top-10 stays, even though they're not at exactly the same spot in the survey from one year to the other.
2013
As shown at right, the top 2013 brand for customer experience is John Lewis. However, Starbucks, which has been criticised for avoiding UK corporate taxes for several years, isn't anywhere to be found on this year's list of 100 brands.
Nunwood, the consultancy behind this survey, notes that customer service in meeting needs is important, but so is trustworthiness and reputation. The companies in this 2013 Top 100 list scored the highest on all those dimensions.
Some companies are new to the top of the list, others have been near or at the top for some time. Take a look at this comparison of the top 10 in 2011 and the top 10 in 2013. John Lewis, Amazon, Virgin Atlantic and M&S (food and brand) have extended their top-10 stays, even though they're not at exactly the same spot in the survey from one year to the other.
2013
- John Lewis
- QVC
- First Direct
- Amazon
- Virgin Atlantic
- Marks & Spencer (food)
- Lush
- Ocado
- Marks & Spencer (brand)
- Waitrose
- Amazon
- John Lewis
- Virgin Atlantic
- Emirates airline
- Marks & Spencer (brand)
- Marks & Spencer (food)
- Millie's cookies
- Gregg's
- Hilton hotels
- Krispy Kreme donuts
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