In this peer-review decision making generation, creating memorable customer experience is crucial. The experience you deliver to your customers cannot be just ‘good’. Good is no longer enough to retain customers but it has to be memorable! It has to be so fantastic that your customers want to tell their friends and family (or even strangers in online community) and invite them to try your products or services. Maya Angelou, an American author, poet, dancer, actress, and singer once said “I’ve learned that people will forget what you said, people will forget what you did but people will never forget how you made them feel.”

1. October 2015
Creating a
Memorable
Brand
Experience

2. © XPotential 2015
A brand experience is a brand's action perceived by a person. Every
interaction between an individual and a tangible or intangible brand
artefact can be seen as a brand experience.
2 Source: www.brandexperience.info/definitions/

3. © XPotential 20153
Creating memorable brand experiences can set great brands apart
from average and even good brands.

4. © XPotential 2015
Then and Now
Nowadays, what most brands are aiming
for is a continuous engagement with their
audiences. What they’ve realised is how
important brand loyalty is to the growth of
their businesses - especially in an age
when the internet and social media have
influenced the acceleration of the ‘full
brand experience’ approach.
4
Not so long ago, the approach many
brands took could be summed up like this:
sell and forget.
You sold your product or service, the
customer went away and the contact
between you was complete - until the
next transaction.
Source: www.designcouncil.org.uk

5. © XPotential 2015
Creating a Memorable Brand Experience
Brands become memorable because they have a number of elements put
together:
1. Know your customer
2. Keep it sweet and simple
3. Start with the heart
4. Walk through a day, week or month in
the life of your customer experiencing
your brand
5. Humanize it
6. Empower and engage your employees
7. Keep your word
8. Listen
5 Source: www.pammarketingnut.com

6. © XPotential 2015
1. Know Your Customer
To create a memorable experience for your customers you must know
who they are
6
• What matters to them?
• What makes them happy?
• What problems do they have and how can you help solve them?

7. © XPotential 2015
What Brands
Think
vs
What
Customers
Say
7 Source: eConsultancy

8. © XPotential 2015
2. Keep it Sweet and Simple
8
Don’t over complicate the experience
Focus on creating simple moments of pleasure that are easy
remember

9. © XPotential 2015
Micro Moments of Happiness
Bring a brand to life in a way which a customer is exposed to an unexpected
memorable moment of joy, that really stands out among the noise in their busy day.
9
Free ice cream when temperatures soar
The heat reactive McDonald's Ad gave 100
customers a free McFlurry when temperatures
hit 101 beating the previous record
KitKat Take a Seat
To celebrate the launch of the new
#AndroidKitKat, KitKat gave people the chance
to win a Nexus 7 tablet – by simply having a
break

10. © XPotential 2015
3. Start with the Heart
10
Find what matters to them and
connect with it in a real,
compelling and relevant way.
Create experiences that connect emotionally

11. © XPotential 2015
“You can’t sell anything, if you can’t tell anything.”
GE CMO, Beth Comstock
Tell a Story that Inspires an Emotional
Connection
Every brand has stories to tell — from what it means to employees to work for your
company, to the amazing things that can happen when opportunity knocks, to
everyday moments of delight felt by people you touch.
11
GE tells their innovation story through
the eyes of a young child.
The goal, according to GE Global
Creative Director Andrew Goldberg,
“was to capture the imagination of
the child and also of the viewer in
talking about the company’s roots.”
Source: http:marketing.linkedin.com/blog/5-proven-
ways-for-brands-to-connect-emotionally/

12. © XPotential 2015
4. Walk through a day, week or month
in the life of your customer experiencing
your brand
• Think about how the experience
works for them
• Examine every touch point they
have with your brand and the
people in it.
• How can you make it better?
• There is no single online and
separate offline experience. Each
experience matters and the brand
should be consistent both offline
and online.
12

13. © XPotential 2015
Identify Your Customer’s Touch Points
• Make sure each
touchpoint leads to a
good customer
experience
• The journey as a whole
should deliver on
customers’
expectations
• Every touchpoint plays
a role in reinforcing
the brand’s positioning
and overall perception.
13 Source: www.grahamdbrown.com

14. © XPotential 2015
5. Humanize it
“Human brands do not speak to their audiences like a dollar bill or credit card.
They speak human. They engage like humans.” Pam Moore
14
Don’t tweet the same tweets 24/7, 365 days of the year. Engage in real-time.
Share and create experiences in real-time.

15. © XPotential 2015
Being Human
• Have an ‘about us’ page that is appealing
• Stop all the business babble
• Inject a sense of humour into your
content
• Publish pictures of your team being
themselves
• Introduce the team
• Sign your social updates
• Have conversations with fans, followers
and commenters
• Encourage employees to be social
• Admit your mistakes
• Sign off emails with ‘your’ name
15

16. © XPotential 2015
6. Empower and Engage Employees
Your employees are your brand
16
• Every contact your customer
has with your employees is a
brand touch.
• Empower and inspire them to
be your greatest brand
advocates.

17. © XPotential 2015
Turn your Employees into Social
Brand Advocates
• Educate
o Make sure employees understand what your
brand stands for, its values and its position
in the market.
• Publish interesting content
o If your business has something interesting to
say, your employees are more likely to share
it
o Encourage your employees to create their
own content
• Trust your employees to respect your brand
o A brand’s employees make the company
more human
17
• Create the right culture
o If your employees enjoy coming to work every day and believe in your brand,
then they are more likely to care about its success
Source: www.theframeworks.com

18. © XPotential 2015
7. Keep Your Word
18
Don’t over promise and under deliver.
Earn and establish trust at every brand point.

19. © XPotential 2015
Trust Builds Brand Loyalty
19
Trust influences customers to make a commitment to your brand
and keep coming back for more
Naked Wines
• Builds credibility by providing a platform to talk directly to the wine-makers. They have a
superb tone of voice and a customer relationship management (CRM) system that always
delivers on the promised date. The Naked Wines loyalty program rewards “angels” (loyal
investors) by discounting wine, announcing new wines to them first and holding
personalised regional pop-up tastings. - Annual group sales were up 67% in 2014.
Source: www.theguardian.com

20. © XPotential 2015
10. Listen
• Smart brands listen
• Listen to what your
customers and community
are talking about.
• Leverage social listening
tools and develop a strategy
with specific tactics to take
the data and insights from
your social networks
20

21. © XPotential 2015
Embrace Customer Reviews
• Best Buy listens to its customers by focusing on its customer reviews.
• In 2014 the retailer began to share feedback with vendors and takes a range of
actions based on web reviews.
• To encourage customers to leave a review Best Buy rewards customers with special
points to use toward future purchases.
21
When companies listen to their customers, collaborate with
them and innovate together, they thrive…

22. © XPotential 2015
Here’s How Starbucks Continues to
Create a Memorable Brand Experience
In October 2015 Starbucks launched its ‘Mobile Order & Pay’ feature in the UK, allowing
customers to pre-order their beverage and save on queuing time.
22
• Brings together loyalty, mobile payment and
ordering ahead in one ecosystem
• Extending the relationship with its customers
and improving the overall customer experience
• US customer feedback showed the app typically
saves customers between 10 and 15 minutes
in their day.
• Takes away the pain points of a typical retail
experience, like queuing and taking payment.
• Allows baristas to get to know their customers
and build a relationship.
“As people start to converse with their social networks and on their phones, it made sense
for us to extend into that space”
Ian Cranna, Starbucks VP of marketing and category EMEA
*
* across 150 London stores

23. © XPotential 2015
Create a Memorable Brand Experience
• Blend online and offline experiences in
a seamless way
• Listen to what your customers want
and create relevant communications
• Embrace the fun factor and create
micro moments of happiness
• Identify every customer touch point and
make it count
• Don’t be a corporate robot - add
personality to conversations with your
customers
• Don’t forget your employees! Empower
them to love your brand
23

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Tel: +44 (0) 1628 485 847
info@xpotential.co.uk
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info@xpotential.co.th
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Melbourne, Victoria 3188,
Australia
Tel: +61 (0) 404 098 892
enquiries@xpotentialanz.com
© XPotential 2015