It is often difficult to reach people in today’s ultra-digitized world. Creating meaningful customer relationships requires a blend of digital and human experiences designed to consistently deliver brand values through everyday interactions. Few companies are achieving this goal, and the financial implications are significant.
In banking, a great digital experience is critical to driving higher deposits. Take my banking relationship, for example. I love the human interactions within the branch of my primary bank, but over time I have become more dependent on the bank’s online experience. And the online experience is so bad, I am now seriously considering a move. My experience is not the exception. Only one in five banking customers are now emotionally connected to their primary banks. Banks that achieve an integrated emotional engagement net an additional 23 percent in customer revenue.
In the pizza category, Domino’s is one of the few brands achieving consistent engagement through carefully coordinated digital and human experiences. Domino’s makes ordering pizza so easy with its app, it’s hard not to fall in love with the brand even if you don’t prefer the taste of its pizza. And, given that its stock has shot up from $3.86 in 2008 to more than $250 today, it is impossible not to love the financial results.
This Gallup article cites Gartner, BAI and its own research to drive home why thoughtful CX design is so critical to brand success. It offers some great insight into the delicate balance between human and digital brand experience delivery.
Here at Radii Latin America, we offer management assessments and internal brand alignment services to help you deliver a truly integrated brand experience. Plus we now offer the capability to conduct digital assessments of brand campaigns that can yield important insights for achieving greater online effectiveness. Contact us today and let us help you better align your brand’s human and digital footprint.
Credit to Jim Cobb (The Bloodhound Group)
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