Online brand experience and customer experience is a widely discussed topic amongst brand managers and marketers, and for good reason — customers who have a better brand experience with one brand over another will naturally veer toward the brand they favour when making a purchase. It’s not rocket science.
Put simply, the customer experience includes every touchpoint between customer and company. Marketers usually break this experience into three categories: pre-purchase, purchase, and post-purchase.
These experiences extend from online forums to in-person interactions, but in today’s connected world, pre-purchase often begins online with researching a company, reading reviews, and browsing blog posts — so optimizing your brand experience across all things digital is essential.[si_guide_block id="57881" title="Digital Branding Guide" description="Download your Digital Communications Strategy for FMCG Brands"/]
The Problem With Perfection
The mistake many…