Brandspeak | Research & Marketing Consultancy | Brand & Marketing Communications

Optimising the Customer Experience

In the short-term, poor customer experience delivery will be driving your customers in to the arms of your competitors. In the longer term it will be eroding your brand equity.

But how do you identify the experiences that are undermining your brand’s ability to acquire or retain customers – how do you prioritise them, how do you address them and how do you go about measuring the improvement in the future?

Brandspeak specialises in identifying the optimal customer experience – by touch point, by channel and throughout the customer journey. We have a range of proprietary research tools and workshop techniques to help you identify and address the inappropriate experiences being provided by your brand.

Valuing customers – a customer experience issue too
From the customer’s point of view good customer experience isn’t just about prompt service delivery. It is also about the extent to which customers feels the brand values them.

Using this broader definition of customer experience, Brandspeak and ICM have quantified the top 20 customer "value me" issues for Financial Services consumers. We have also qualified them against 50 of the top financial brands in the UK, using a sample representative of the UK population.

Here is a list of the consumer's top 5:


1	Don’t impose unnecessary or inflated charges

2	Make sure your staff are sufficiently knowledgeable, attentive and empowered

3	Look after my interests – in a proactive way

4	Treat each customer’s situation individually rather than hiding behind the ‘rule book’

5	Recognise and reward my on-going loyalty / ‘good behaviour’

If you would like to see the full list, or find out how your brand – or those of your competitors – scored against it, please call Jeremy Braune on 01285 700766