This notion of defining an organization that addresses lifecycle issues of customers, while not new is rarely implemented well. The LexisNexis CDI team kills it with dedicated teams for each stage in the process and supported by a killer operations team.
- Take the time to understand why customers should beleive in you
- Know your customer touch points
- Understand what elements of the experience reinforce the brand propositon
- Make sure the promise of the brand is reinforced by the customer experience.
While brand guidelines, its visuals and the voice your organization uses matter, its the customer experience and its touch points with the customer that truly drives brand value. It has to include everything from the initial marketing touch, sales experience, product usage, support and follow up communications from a brand. And to optimize it? It all begins with ethnography.