In this guest post, Matt Yuen (lead image), head of experience design at Switch, says money you invest in building a positive image for your brand and business is wasted if your CX isn’t up to scratch…
That sense of disappointment when an item you’ve purchased, a destination you’ve visited or a service you’ve used has fallen short of your expectations… We’ve all been there: hyped ourselves up for a great experience and felt short changed when it’s failed to materialise – especially, if the build-up was significant.
If your company has invested time and resources into building a positive brand experience, this is exactly what you don’t want to happen. It can mean that years of hard work positioning your organisation as a trusted, high-quality supplier are written off, virtually overnight, in some instances.
Counting the cost of a brand battering
Extreme case in point: Optus. Last year’s cyberattack, which saw the personal details of millions of customers compromised, dealt a $1.2 billion blow to the company’s brand image, according to the Brand Finance Australia 100 2023, an annual ranking released by the consultancy in January 2023.
“Removing the impact of this one-off pernicious event, Optus’ brand value would have otherwise increased by 11 per cent,” Brand Finance Australia managing director Mark Crowe noted.
By contrast, the telco’s chief rival, Telstra, clocked an enviable 29 per cent increase in brand value over the same period, courtesy of improvements in customer service, ease of interaction, perceived value for money and word of mouth endorsement.
Similarly, Woolworths, Australia’s most valuable brand for the fourth consecutive year, saw its brand value jump by 18 per cent to $16.2 billion, off the back of a slew of customer-experience-focused initiatives.
They included the introduction of ‘curated ranges tailored to local communities’, the provision of ‘more inclusive experiences to a wider range of consumers’ and a slew of ESG initiatives aimed at reducing emissions and managing the impact of climate change, the report noted.
Bringing brand and customer experience together
The term customer experience is commonly used to refer to the sentiments that arise following a customer’s direct interaction with an organisation, brand or product, either online or in real life.
Tightly aligning your brand and customer experiences will help you deliver on the promises, explicit or otherwise, that your sales and marketing campaigns make to customers.
A standout customer experience helps to close the gap between expectation and reality, lessening the likelihood of customers feeling let down in any way by the quality of the product or service they’ve purchased, or are considering investing in.
Struggling in siloes
In my experience, as a seasoned digital and CX strategist who’s worked with some of Australia’s largest companies, the majority of organisations have scope to improve in this area.
Typically, we’ll find their internal structures and departments are siloed, with business units all striving to hit their own respective KPIs – think growing revenue, pulling more prospects into the pipeline, getting orders out the door faster and cheaper, and so on.
Team leaders and contributors generally have little awareness of what their colleagues down the hall or on the next floor are doing. And they give even less thought to how they might work with one another, to make every stage of the customer journey a memorable one, for all the right reasons.
It’s good to talk
Most companies have consciously chosen to place their customers front and centre.
They have over-arching alignment strategies in place, which are revisited quarterly or bi-annually, to ensure they remain fit for purpose.
In almost every instance, there’s a senior decision maker sitting at the centre of everything – a brand executive, chief marketing officer or head of customer experience. It’s their job to ensure the sales, marketing, operations and IT teams are tight as a drum; all pulling together to ensure customers’ expectations are not only met but exceeded.
These genuinely customer-centric organisations know that they’re getting it right because they seek customer feedback frequently, about all aspects of their operations. And they do more than pay lip service to the oft-cited mantra of ‘continuous improvement’; refusing to rest on their laurels, and responding at speed when issues are identified.
Unfortunately, scrapping the siloes and getting multiple teams and stakeholders working in sync can be easier said than done. Many organisations find it pays to seek external expertise, from fresh-eyed strategists who can point out what’s missing and help them connect the dots.
Building a stronger future
Today’s customers are an increasingly discerning and demanding bunch – business buyers and consumers alike – and, in uncertain economic times, the competition for customers has never been more intense. Businesses that don’t ensure their brand is underpinned by a stand-out customer experience are unlikely to produce the loyalty and repeat sales they need to remain profitable long term. If your enterprise has scope to improve, there’s never been a better time to get started.
In a massive shift in the broadcasting landscape, Amazon Prime has secured the Australian rights to the next cricket World Cup alongside a range of other tournaments run by the International Cricket Council (ICC) until 2027. The deal means that Australian Cricket fans can only access the tournaments if they have a paid subscription to […]
With just over 24 hours to go until the world premiere of Addy Lala and the Mood Tea Thieves, limited tickets are still available for the pantomime, which will run for one night only at the Everest Theatre in Sydney’s Seymour Centre on December 5th. All in the industry are encouraged to come along to […]
2045, a Melbourne-based creative agency founded by Tim Evans and Nick Auditore has just launched. The agency takes its name from the year futurist Ray Kurzweil predicted organic and artificial intelligence would converge. Lead Image: 2045 Team Evans was formerly a Partner and Executive Strategy Director at DT (now AKQA), before co-founding B.B.E in 2015. […]
The National Breast Cancer Foundation has been announced as the Charity Partner for Sydney New Year’s Eve. The Australian not-for-profit organisation is represented by the pink ribbon and raises money to fund world-class research towards its vision of zero deaths from breast cancer. Research that saves lives through a better understanding of how to prevent […]
This holiday season, Emporium Melbourne has announced its festive creative campaign that celebrates and encourages the Melbourne community to embrace their personal ‘untraditional traditions’ – the unique traditions that make Christmas truly special for them, and their family. The campaign’s tagline, “Every tradition starts somewhere”, reflects Emporium’s commitment to embracing, inspiring and applauding diverse traditions […]
Reddit has announced updates to its new ads placement with Carousel Ads and Product Ads. These new units, placed in the heart of Reddit discussions, provide an even more dynamic and compelling way for advertisers to scale to relevant audiences, deliver deeper value to users, and drive stronger, full-funnel performance among the hundreds of thousands […]
Automotive Network Drive has announced its 2024 upfronts, its biggest in more than a decade, with a suite of more than 12 new products that underpin its vision to be the number one automotive network in Australia. Now in its 27th year and with a monthly audience of 2.45 million, Drive is leveraging its reputation […]
B&T unaware of the vitriol & acrimony between the online mattress companies. We were aware of it between News & the ABC.
oOh!media continues to rapidly expand its large format digital network, launching seven new sites at premium locations across major arterials in Sydney, Melbourne and Brisbane. The latest large format digitals include another premium site in the exclusive Sydney suburb of Mosman. Positioned at the gateway of the lower north shore on Military Road, the high-impact […]
The Seven Network revealed the results of the second round of its flagship innovation initiative – Ignite – which saw seven employee-led generative AI concepts selected for prototype development. An inspiring three-week event, Ignite brings together internal cross-functional teams of engineers, data scientists, product managers and staff from across the business to collaborate and develop […]
Australian tech consultancy Engaging.io has scored a major business win with the appointment by a leading Texas-based US National Basketball Association (NBA) team to revolutionise its marketing and communication strategies. The powerhouse NBA franchise turned to Sydney-headquartered Engaging to spearhead a major HubSpot implementation, driving greater efficiencies, personalisation and a more seamless experience for fans. […]
Dentsu Queensland has formed a strategic partnership with DeadlyScience, an organisation that provides science, technology, engineering and maths (STEM) resources to Aboriginal & Torres Strait Islander students across Australia. The partnership is in collaboration with UnLtd, which helps connect the media and marketing industries with charities helping children and young people at risk. This is […]
Victoria-based Venetian Media Group (VMG) has acquired web and digital strategy shop Digital Native. Lead image L-R: VMG CEO, Michael Fishwick; Digital Native big chief, Matt Gardan. Digital Native specialises in digital strategy, branding, UX and web design it has deep experience in renewables, emerging technology and not-for-profit. Its web design process and collaborative approach […]
One of Australia’s biggest off-street car and motorbike festivals, Rare Spares Rockynats, is returning to Rockhampton for Easter 2024 and has kicked off its promotional calendar with a high-octane media campaign. The two-phase campaign, via award-winning marketing agency Murmur-Group, will launch across large format out-of-home and retail placements and will be supported by local radio, […]