Do you remember the last company that gave you a hard time? The brand name likely came to your head almost immediately. Now, if not, do you remember which was the last one that surprised you with its service or quality? Surely it took you more seconds to be clear about it.
Don’t feel guilty, it’s normal. When we have an unpleasant experience we seek relief because we have a discomfort. Now, if in the opposite case, we are surprised by a good experience, we remember it only when they ask us about something directly related to it.
The human being lives on impressions, moments and experiences, and these sparks that for the user sometimes last, a fraction of a second, lead to hours and hours of planning for brands.
Thus, having a brand experience has increasingly become a commodity for users.
What is an amazing user experience?
Surprising a user is not an easy task as it requires:
- Research time to get to know him, to get closer to his behavior and his desires.
- Time to plan and execute a strategy that allows you to meet the objective of finding in it two crucial characteristics in your brand experience:
To. Those that the user expects, which are those that all the brands in the category promise, although some fulfill them better than others.
b. Those that he does not expect, those that manage to surprise him and therefore mark his experience with a differential that other brands in the same category will never have.
The 4 most common mistakes when implementing an amazing experience for your users
Sometimes it seems like a daunting task to create the amazing experiences that will generate unmatched referral value for your business. Why? There are usually several factors that recur often:
1. A brand without a defined concept
The concept is what gives meaning to the brand and generates an almost instantaneous association of it in the minds of users.
For example, when saying “magic” or “magical”, Disney is the brand that is most easily associated; or when thinking of “happiness” it can be related to Coca Cola. The same exercise that Airbnb has done seeking to be associated with the word “membership.”
Sometimes not even the founders of companies know what that sense is by which their brand is defined, although this is the starting point for the entire company. It is important that both they and the different areas appropriate it.
Anyone who works at Disney knows that their job is to bring to its users that magic that the brand transmits and that is what you should look for with yours.
Defining the concept of the brand is a task that involves several people who live it very closely and involves years of construction.
2. Incongruence of the 3 B’s of marketing:
- Business | business: is what is written in the mission, vision and strategy of the company. They are normally noble aspirations that give meaning to the founding of a company.
- Brand | brand: it is the value proposition and the “why” of the brand. It is closely linked to the concept we were talking about earlier. This is the starting point for creative downstairs and external communication.
- Behavior | behavior: those values and behavioral guidelines expected by the company’s collaborators, the codes of conduct that are desired inside and outside as a way of expressing themselves from a person who is linked to the company.
These three Bs must be aligned so that the message to the client is clear; as a kind of behavioral thread that guides, transmits trust and generates credibility with users.
3. Customer decentralization
It is essential that each of the areas of the company always think of the user before anyone else. It is common to see directors asking for changes to the image, copy or structure because they believe that is what will work best.
– Sorry, Mr. Director, but no!
The one who commands what works best is the customer and the data. Every engineer, marketer, salesperson, accountant or any position within the company must think first of all about the user to seek innovations and optimizations.
4. Lack of focus on what is most important to the company
Saint Thomas Aquinas used to say that “good is self-diffusing”, so it seems inevitable then, to make the following connection: Happy employees = Happy customers
Employees will transmit the same energy and passion that they see the company put into them. A happy employee in love with his job will convey that enthusiasm to users and will do his best to provide exceptional service.
Understanding that everyone makes the brand is vital for the construction of surprising experiences.
What you achieve with an amazing brand experience
The ultimate goal of creating a surprising experience is to make the customer fall in love with our brand. It should be sought that each interaction has such an impact on him that when he is looking for a product or service, his first – and only – option is us; that if someone asks you for a recommendation, jump with emotion talking about us, that is, become our ambassador”