How to create memorable brand experiences
Posted by claire.charruau | 15 August
A new Neurosense study "The Science of Good Service",commissioned by American Express, has revealed which service experiences consumers value the most! Here at TLC we’ve pulled out some key trends:
Building trust with your consumers, being open and honest about your services: 35% of those questioned defined this as an experience they would value the most. E.g. a taxi driver returning your lost property from the back of their cab.
This has been seen most recently in NatWest’s No tricks campaign “We're putting the brakes on unfair credit card deals and saying no to 0% credit cards. No card tricks with NatWest”.
34% value being rewarded with high value reward campaign. E.g receiving a gift as a thank-you for being a customer.
The latest EE online campaign from TLC Marketing offered customers a free European flight with each purchase of a 4GEE price plan made via EE’s website of either a Samsung Galaxy S5, HTC One or Sony Xperia Z2 Smartphone.
33% also rate high quick and hassle-free problem-solving over the phone.
Ensuring customer centres / social media team / in-store staff are well equipped for peaks in volume, trained with full campaign details including your brand’s tone of voice.
25% appreciate consumer feedback being taken into account immediately. E.g supermarkets opening an extra checkout / till when there is a long queue.
Earlier this year telecom giant O2 made mobile account information accessible to customers through Twitter with the launch of #TweetServe. Nine different hashtag commands gave their consumers access to a range of account information, handset updates and special offers in the form of a Twitter direct message. A revolution for service.
Value added service
21% finally rate free added value service that improve experience. E.g being upgraded on a flight or something as simple a free cup of tea on their train journey.
TLC Marketing created a campaign with Hilton club members giving everyone free airport lounge passes to upgrade their travel experience. Upgrading someone’s experience creates a lasting impression.
To watch videos and learn more about the “Science of Good Service” global study follow this link.