Branded Customer Experiences

How do you create a differentiated customer experience?

We define the guidelines using the Brand Filter Model (from “Branded Interactions”), which we have adapted to customer experience.

The idea in a nutshell: Take predefined, generic behavioral attributes of a brand and translate them into rules for customer experiences.

Let's run this through our brand.

1. First, let's take our behavioral attributes.

2. Now let's move on to the brand filters.

To make it tangible, generalizable, and applicable to specific touchpoints, we use the phases of a brand's customer life cycle as a brand filter. For us as an agency/service provider, these are:

1. Awareness

2. Consideration

3. Collaboration/Project Start

4. Delivery

5. Relationship

3. Now we match each behavioral attribute with each brand filter:

How committed, creative ... do customers experience us in the awareness phase b) consideration phase c) ...?

Every touchpoint that you redefine or review in terms of brand authenticity in the future should meet the criteria set for the phases in which it plays a role.

If you need help defining your behavioral attributes or customer experience brand filters, please get in touch.