Article

Ray Beharry
Ray Beharry 26 May 2016
Categories B2B, B2C, Customer Experience

One Powerful Question You Need to Build Your Brand

How much do customers love your brand? Is it something they can't do without? Can they ever see themselves switching to another? There's one question you need to ask, and spoiler: it isn't NPS.

Forget NPS. There are number of criticisms of the Net Promoter Score system including these I found at Wikipedia & Forrester.

I'll add to the lists. Asking "How likely you are to recommend our company/product/service to a friend or colleague" falls short on a few fronts. First, the customer may recommend your brand, but may also recommend your competitor as well! NPS doesn't account for this. 

"Hey Jim, would you recommend your BMW?"
"Yes, but I'd also recommend my Audi, I love that car as well". 

Also, it doesn't not capture the relative value that is placed on the company/product/service. It tells us nothing about what the motivators are behind the customer's decision, or relative satisfaction.

How much do you love the brand? Is it something you can't do without? Can you ever see yourself going back to another brand?

Here's the one question you should be asking each customer:

"Are you better off now than you were before - as a result of our interaction with you?"

If the answer is YES - then you have something that people want. And that is the most powerful motivator of them all.

It doesn't matter what stage of the buying process your customer is in - every interaction with your brand should enhance their lives, ease their pain, and improve their perceptions about your company. 

People buy for functional, economic, or emotional benefits - or some combination of those reasons. So think about your customer's journey, and every touchpoint along the way - are you helping them in their process?

From a simple advertising message, to a complex evaluation of pros & cons of their available choices, to the ease of purchasing and using your company/service/product - your customer's experience should leave them so delighted that they never want to go back to the alternative.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
10 Digital Marketing Trends for 2019 you Should Know

10 Digital Marketing Trends for 2019 you Should Know

As digital trends evolve every year, marketers should always be aware of the changes in order to easily adapt with emerging technologies and stay ahead in the market. This will help them gain a competitive edge and...

Georges Fallah
Georges Fallah 27 December 2018
Read more
What Marketing Content Do Different Age Groups like to Consume?

What Marketing Content Do Different Age Groups like to Consume?

Today marketers have a wide choice of different content types to create; from video to blogs, from memes to whitepapers. But which types of content are most suitable for different age groups?

Lisa Curry
Lisa Curry 21 October 2016
Read more
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Top 10 Skills to Become a Rockstar in Digital Marketing

Top 10 Skills to Become a Rockstar in Digital Marketing

Technology is continuously evolving, prompting marketers and entrepreneurs to dive into digital marketing to increase brand awareness, reach their target market, and ultimately drive sales and profit. 

Jessica Andriani
Jessica Andriani 7 September 2018
Read more