Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
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...
Upcoming SlideShare
Loading in …5
×

/4Best Experience Brands 2013The experience Brand experience guidelines and best practices

/4Best Experience Brands 2013The experience gapJosh McCallI’m not here to declare, sky-is-falling style, thatexperience is a lost cause—far from it. Yes,the experience gap is a real and significantchallenge. But for those marketers brave enoughto take an honest look at how their experiencesare performing—and ambitious enough to dosomething about it—there’s hope.There’s also a return on investing in experience.Studies suggest people will reward brands thatunderstand their experiences as differentiatorsand that invest accordingly. Forrester research,for example, reveals a correlation betweengood customer experiences and likelihood torecommend, repurchase and stay loyal to brandsacross 14 industry sectors.For all these reasons—the importance ofexperience to customers, its connection to brandsuccess, the gaps between expectation anddelivery—we at Jack Morton continue to investin research that helps clients understand not onlywhy experience is valuable but how to makeit better. This year’s Best Experience Brandsstudy, like our earlier research, represents ourcommitment to providing data and insights thatwill help companies close that experience gap.We believe in experience brands—and we aimto make more of them. I hope you’ll find thepages that follow not only interesting but usefulto your experience planning. Let me know whatyou think, and look for more Best ExperienceBrands findings and studies in the months andyears to come.Josh McCall is Chairman & CEO ofJack Morton WorldwideThere’s an experience gap today.Experience is important to customers—and socommon sense suggests it must be to brands,too. But study after study reveals that brands justaren’t living up to customer expectations.Some years ago, for example, Bain & Companysurveyed customers of 362 companies.According to the Harvard Business Review,“Only 8% of them described their experiencesas superior, yet 80% of the companies surveyedbelieve that the experience they have beenproviding is indeed superior.” From an 80%assumed superiority to 8% actual delivery:that’s some gap.More recently, in 2012 Forrester asked customersto rank 154 large North American brandsaccording to the strength of their experience.Only 8% fell into the “excellent” experiencecategory. Almost two out of three (61%) offeredexperiences that customers considered “okay”,“poor” or “very poor”. Again, that reveals a bigexperience gap, with the majority of brandseither failing to differentiate or disappointingcustomer expectations.Only 8% ofexperiencesare rated“excellent”.

  • Login to see the comments

×