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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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/17Best Experience Brands 2013Fig.7Experience drivers: Brand experience guidelines and best practices

/17Best Experience Brands 2013Fig.7Experience drivers: expectations vs. performanceAutomotiveShopping ExperienceRank RankDriver DriverPerformance PerformanceCustomer Experience 4 Allows you to return a car if you’re not satisfied 21.0% 5 Sends you customer rewards 18.0% 11 Does something special to get your attention 23.0% 9 Allows you do comparison test drives of their cars and their competitors’ cars 25.0% 7 Offers you incentives to recommend your car to friends and family 21.0% 8 People you know recommend the brand to you 28.0% 10 Invites you to special events 24.0% 5 Sales staff who understand your needs 36.0% 8 Offers incentives to test drive newer models 25.0% 2 Sales staff who treat you well 45.0% 6 Educates you about fuel efficiency and environmental impact 30.0% 13 Provides mobile/digital tools to help you compare offers 21.0% 13 Gives you mobile tools/apps to recommend your car to your friends and family 19.0% 12 Invites you to special events 24.0% 12 Offers new mobile tools/apps that enhance your driving experience 20.0% 7 Sends you discount offers 25.0% 11 Does something special to get your attention 21.0% 10 Gives you opportunities to test drive their cars at locations other than the dealership 29.0% 1 Offers discounted maintenance 25.0% 6 Speaks to you about fuel efficiency and environmental impact 37.0% 9 Invites you to special events where you can test drive newer models 26.0% 3 Sales staff who can tell you about products and pricing 53.0% 4 Sends you information about caring for your car 31.0% 1 Gives you opportunities to test drive their cars at the dealership 57.0% 3 Customer service and maintenance staff that understand your needs 37.0% 2 Customer service and maintenance staff who treat you well 41.0%

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