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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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/7Best Experience Brands 2013Some groups, Brand experience guidelines and best practices

/7Best Experience Brands 2013Some groups, however, are markedly moreinfluenced than others (fig. 3-4). These includepeople aged 25-34, the age group that isconsistently most likely to consider, recommendor pay a premium price based on a betterbrand experience. The biggest generationaldivide, in fact, occurs between these olderMillennials and their Baby Boom-era parents(consumers 45+) over their willingness to pay apremium for experience: older Millennials are 16percentage points more likely than their parents’generation to pay more for brands that offergreat experiences.Better experiences also drive the most powerfulform of advertising: personal recommendation.The research reinforces that great experiencesfuel the most highly trusted form of advertisingaround: word of mouth. Almost nine out often people (87%) say they are morely likelyto recommend a brand based on a superiorexperience.Again, the Best Experience Brands findingsparallel earlier findings connecting experienceand word of mouth. In 2012, for example, ourNew Realities study found that 79% of peoplewill only advocate brands following greatpersonal experiences—meaning that for them,experience isn’t just a spark to recommendation;it’s a prerequisite.Experience influences everyone—but especiallyolder Millennials and consumers in China.On the face of it, the promise of a betterexperience is influential across all demographicgroups. Regardless of age, gender orgeography, all groups are positively influencedby superior brand experiences.Experience isn’tjust a spark torecommendation;it’s a prerequisite.Fig. 3I’m more likely to recommend a brand ifI’ve had a great experience (% agreeing)US87.6%UK85.5%AUS84.1%China90.9%Overall87%

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