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
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
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

As financial services and insurance (FSI) companies strive to deliver the seamless multi-channel customer experience, the traditional marketing model has been radically reimagined. Innovative institutions are showing how cross-functional teams focusing on the customer journey can work to develop a single view of the customer – an approach that can bring tangible rewards. Yet research shows that large institutions still have some way to go in maximising the return on their investment in this area.

Aoife McIlraith
Aoife McIlraith 18 September 2017
Read more
If You’re A Social Media Manager, UGC Should Be Your Top Priority

If You’re A Social Media Manager, UGC Should Be Your Top Priority

It’s high time that the marketing world rethinks what an effective social media manager actually does. Hint: it’s not chasing “likes” or showing off their follower counts. Let’s face it: so many brands today totally miss the mark when it comes to their social content. Maybe their posts come off as too “salesy.” Perhaps they’re pushing too hard, leaving their followers behind in an endless trail of “look at me” posts.

Luisana Cartay
Luisana Cartay 11 September 2017
Read more
10 Marketing Lessons From Apple [Infographic]

10 Marketing Lessons From Apple [Infographic]

The 10-year-old kid, selling ice cold fresh lemonade on the street corner in your local neighbourhood had it right. He or she may not have realized it but the simple marketing strategy that they accidentally and innocently came up with works perfectly on the people strolling by on their daily walk.

Ellie Summers
Ellie Summers 19 September 2017
Read more