Three suggestions for creating magical model experiences
In a new book on marketing from Facebook’s EMEA Client Council, Sylvia Mulinge, Chief Customer Officer, explains Safaricom’s approach to creating brand experiences. Here she explains why they’re important and gives practical advice on how to make them.
Why do you think the brand experience is so important?
The individual customer experience is decisive for customer loyalty, be it through everyday encounters with different products and services or through online conversations with a brand.
Especially in service categories, if you repeatedly fail to meet customers’ everyday expectations, they will quickly try to move elsewhere, and comparison sites make this easier than ever.
To create real differentiation and loyalty, marketers need to create branding experiences that are also clearly tied to a purpose.
What are your three top crafting tips?
1. Approaching the customer experience through the lens of a brand. This allows you to link experiences directly to your branding purpose. To stand out in a category and make sure you’re not generic, you need to start with what you stand for.
Purposeful experience will be authentic, and authenticity gives you a better chance of building lasting relationships with your customers. This, in turn, helps you achieve deeper brand loyalty and higher customer satisfaction.
Find the intersection between your branding purpose and your customer insights and build your experience from there. At Safaricom, the largest telecommunications operator in Kenya, we want to ensure that our unique brand purpose, “Everything we do, we do for you” is incorporated into every experience consumers have with the brand.