Enhancing Brand Experience: Key Tips for Customer-Facing Touchpoints

A brand's success heavily relies on the experiences it delivers to its customers. These experiences can either create loyal advocates or drive potential customers away. As a consumer, I have had my fair share of encounters with various companies, ranging from terrible to exceptional. Two recent experiences stand out vividly on the same day.

One with a budget airline and the other with a local bank.

In this article, I am going to highlight the significant impact that customer-facing touchpoints can have on brand perception. Let's delve into these two encounters and extract three essential tips to enhance the brand experience at key customer touchpoints.

TIP 1: Cultivate Empathy and Active Listening

The first step to creating a positive customer experience is to foster empathy and active listening within your customer service team. When customers reach out with queries or concerns, they seek reassurance and prompt resolution. Unfortunately, not all representatives demonstrate the willingness to understand and assist genuinely.

In my encounter with the budget airline's call center, I felt ignored and unimportant. The representative seemed disinterested and provided vague responses, leaving my issue unresolved. They missed a valuable opportunity to empathize with my situation, resulting in poor brand perception.

In contrast, my experience with the bank's customer service was exemplary. The representative listened attentively, showed genuine concern, and proactively resolved my payment issue. Their active listening made me feel valued as a customer, instilling a sense of trust in the bank.

What you need to DO: Train your customer service team to actively listen to customers without interruption, acknowledge their concerns, and respond with empathy. Utilize phrases such as "I understand your frustration" or "I apologize for the inconvenience" to convey your sincerity.

TIP 2: Provide Comprehensive and Consistent Information

Customers often seek clarity and detailed information when they reach out to support centers. A lack of comprehensive answers can lead to frustration and confusion, driving customers away from your brand.

In my encounter with the budget airline's call center, the representative's responses were vague and incomplete. They did not provide the necessary information to understand why my ticket was not issued, leaving me feeling uninformed and dissatisfied.

On the contrary, the bank's customer service excelled in providing comprehensive information. They explained the steps they were taking to resolve my payment issue and assured me of a follow-up. The consistent and transparent communication left me with a positive impression of the bank.

What you need to DO: Implement thorough training programs for your customer service team to ensure they possess in-depth knowledge of your products, services, and common customer queries. Encourage them to communicate complex information in a clear and straightforward manner, avoiding jargon.

TIP 3: Go the Extra Mile

Exceptional customer experiences are often born from going beyond the call of duty. When customers encounter a brand that genuinely cares and makes an extra effort to assist them, it leaves a lasting impact and fosters loyalty.

The budget airline's call center lacked this essential element. Instead of going the extra mile to investigate my issue further, the representative merely brushed me off, leaving me feeling disregarded and unappreciated.

Conversely, the bank's customer service impressed me with their dedication to resolving my problem. Not only did they solve the payment issue promptly, but they also took the time to follow up with me the next day, ensuring everything was resolved satisfactorily.

What you need to DO: Encourage your customer service team to identify opportunities to surprise and delight customers. This can be through personalized interactions, thoughtful gestures like handwritten thank-you notes, or offering additional benefits to loyal customers.

CONCLUSION:

The impact of customer-facing touchpoints on a brand's reputation cannot be overstated. My personal experiences with a budget airline's dismissive call center and a bank's proactive and caring customer service exemplify the profound influence these encounters can have on a customer's perception of a brand. By cultivating empathy, providing comprehensive information, and going the extra mile, businesses can significantly enhance their brand experience at key customer touchpoints. By incorporating these three essential tips, your brand can stand out as one that truly cares about its customers and their satisfaction.

Dr. Jerome Joseph, CSP, Global Speaking Fellow, PMC | The Chief Experience Officer

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Dr. Jerome has over?26?years?of experience, working in?37?countries?and impacting?over?1000?Brands. In 2020, Dr. Jerome was?ranked?No.2?in the world among the Top 30 Global Gurus for Brand.

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