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BestExperienceBrands2013A Global Study by Jack Morton Worldwide
/2Best Experience Brands 201330-Second SummaryExperience has become a familiar businessbuzzword, widely used if casually u...
The experience gap / 4									About the study / 5									Key insights from the research / 6							5 best experience prin...
/4Best Experience Brands 2013The experience gapJosh McCallI’m not here to declare, sky-is-falling style, thatexperience is...
About the studyBest Experience Brands is based on a surveysponsored by Jack Morton Worldwide andconducted by DB5 in late 2...
/6Best Experience Brands 2013Key insights from the researchLiz BighamThese findings are consistent with earlierresearch—ou...
/7Best Experience Brands 2013Some groups, however, are markedly moreinfluenced than others (fig. 3-4). These includepeople...
/8Best Experience Brands 2013Men are slightly more likely than womentohave higher consideration, and significantlymore lik...
/9Best Experience Brands 20135 best experience principles4. Create community.Beyond fueling recommendations and referrals,...
/10Best Experience Brands 2013Stories of experience brandsFollowing are direct quotesfrom some of the 4,000participants in...
/11Best Experience Brands 2013Honesty andtransparencyare valued1“[The] benefits of the product are exaggeratedduring purch...
/12Best Experience Brands 2013“One dealer in particular inquired more aboutmy personal needs to help look for what Ireally...
/13Best Experience Brands 2013“Above andbeyond”experiences areremembered(so are theiropposites)“I was kept fully informed ...
/14Best Experience Brands 2013Experience drivers and opportunitiesFocusing on the shopping experience and thecustomer expe...
/15Best Experience Brands 2013Fig.5Brand experience drivers by sectorShopping Experience: Stated DriversCustomer Experienc...
/16Best Experience Brands 2013reveals that brands still have the opportunity todo better—a lot better. Judging by one fact...
/17Best Experience Brands 2013Fig.7Experience drivers: expectations vs. performanceAutomotiveShopping ExperienceRank RankD...
/18Best Experience Brands 2013Fig.7Experience drivers: expectations vs. performanceRetailShopping ExperienceRank RankDrive...
/19Best Experience Brands 2013Fig.7Experience drivers: expectations vs. performanceInsuranceShopping ExperienceRank RankDr...
3 steps to better brand experienceIt’s clear: brands need to raise their game when itcomes to brand experience. Across geo...
/21The C-Suite ProjectContact: Liz Bigham, SVP, Director of Brand MarketingE: liz_bigham@jackmorton.comT: +1 212 401 7212R...
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/14Best Experience Brands 2013Experience drivers Brand experience guidelines and best practices

/14Best Experience Brands 2013Experience drivers and opportunitiesFocusing on the shopping experience and thecustomer experience reflects another experiencegap: in this instance, between the extent towhich consumers highlight these as the brandinteractions that have the highest value forthem, and the frequency with which consumerscite dissatisfaction with how brands actuallyperform during shopping and after purchase.For consumers, these are clear areas of priorityand need.In the current report, we focused on theshopping experience and the customerexperience and asked consumers to identifythe strongest drivers of success and satisfaction(fig.5). Although these drivers varied across thethree industry sectors we studied (automotive,retail, insurance), key trends emerge.“Brand experience” isn’t a moment in time; it’sa state of mind. Experience brands work tobuild sales and loyalty at moments in time andthrough relationships over time—inspiring peopleboth opportunistically and holistically.Brands that have strong experiences striveto understand experience as an ongoingcommitment, and to think holistically across thevaried journeys their people—customers, partnersand employees—have with their brands. Often,they must assess hundreds of touchpoints withina given area of experience; a study by FedExidentified 200 individual customer touchpoints,and John Deere Financial identified 529.Building on earlier insights from the 2011 report,in the current study we sought to add depthto our understanding of experience within twodistinct phases of experience:• The shopping experience—interactions with abrand when a person is in market and assessingdifferent options.• The customer experience—interactions with abrand when a person has already purchased theproduct or brand.“Brand experience”isn’t a moment in time;it’s a state of mind.

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