Uncovering the foundational habits of a customer experience brand

Mohan Nair

Journal of Brand Strategy, 2018, vol. 6, issue 4, 392-396

Abstract: Corporations are very eager to create a brand through their customers’ experiences. Much emphasis is currently placed on delighting the customer through experience mapping and journey optimisation. There exist, however, deeper foundational elements and habits that demand attention from employees at all levels of the business. Left to external brand exercises, and ignoring foundational habits, the brands will erode. This paper highlights two foundational habits: first, the ability of anyone in the organisation to uncover, solve and delight the customer by removing pain points; second, the ability for anyone in the organisation to be heard and understood through their own ideas to solve inherent challenges facing the market or the company.

Keywords: pain points; idea management; branding; business transformation (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2018:v:6:i:4:p:392-396

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