Although close examination of each market and customer segment reveals different bundles of drivers for customer value there are a number of common themes. Here we outline some key principles that appear to deliver exceptional levels of customer loyalty while enhancing brand equity in the long term.
Enhanced value is delivered when customer’s interactions leave them feeling great about their experiences and individually validated in the choices they made. Adding value will leave the customer feeling empowered and encouraging them to believe they will continue to benefit from an on-going brand relationship and wanting to remain connected.
Many organisations have firmly established customer centricity within their DNA. Apple, Amazon and Southwest Airlines are textbook examples of organisations who believe customer experience is their business and look to consistently delight, surprise and excel customers in everything they do.
Whilst each of these organisations has taken a different route to reach their customer value goals, there remains a number of common guiding principles:
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