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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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/6Best Experience Brands 2013Key insights Brand experience guidelines and best practices

/6Best Experience Brands 2013Key insights from the researchLiz BighamThese findings are consistent with earlierresearch—ours and others’—that correlatesbetter brand experiences to loyalty andsatisfaction. In 2011, people told us that overallexperience with a brand is the single biggestfactor driving purchase (60%). In 2012, Forresterresearch correlated good customer experiencesand likelihood to repurchase and stay loyal tobrands across 14 industry sectors.If eight out of ten people said they’d bemore likely to consider your brand based onexperience, wouldn’t you invest in making yourexperience the best in your industry?And if six out of ten people said they’d even bewilling to pay more for your product based onoffering a better experience, wouldn’t you makethat investment a top strategic priority for yourorganization? Well, get ready: experience is adetermining factor for how people feel aboutand behave toward brands.According to the results of our latest BestExperience Brands research, that’s exactlywhat people all around the world think aboutbrands and the experiences they offer. Betterexperiences correlate to higher considerationand premium pricing:• Over eight in ten people (80.4%) are morelikely to consider brands with differentiatedexperiences (fig.1).• Nearly six out of ten (58.1%) will go so faras to pay more for brands with thosesuperior experiences (fig.2).Fig.1I’m more likely to consider a brand if I know Iwill have a great experience (percent agreeing)Fig.2I’m willing to pay a premium price if I know thatI will have a great experience (percent agreeing)US78.7%UK74.9%AUS74.2%China93.8%Overall80.4%US60.6%UK58.4%AUS49.5%China63.7%Overall58.1%Good customerexperiences correlateto repurchase, loyaltyand recommendation

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