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
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

Whether you're a startup or an established business, the company website is an essential element of your digital marketing strategy. The most effective sites are continually nurtured and developed in line with...

Digital Doughnut Contributor
Digital Doughnut Contributor 7 January 2020
Read more
The Challenges of Customer Lifetime Value (CLV)

The Challenges of Customer Lifetime Value (CLV)

We all agree Customer Lifetime Value is important, but there’s not much agreement after that. This blog is about the challenges of Customer Lifetime Value (CLV). CLV is a fantastic concept but defining that value and...

Peter Rivett-Jones
Peter Rivett-Jones 24 May 2023
Read more
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
Infographic: The State of Product Discovery 2023

Infographic: The State of Product Discovery 2023

New research from London Research and Attraqt explores the latest trends around product discovery in digital commerce, covering site search, merchandising and personalisation.

Linus Gregoriadis
Linus Gregoriadis 25 May 2023
Read more
The Use of Chatbots in Improving Customer Experience and Brand Engagement

The Use of Chatbots in Improving Customer Experience and Brand Engagement

Chatbots have become increasingly popular in recent years, and have been used by many businesses as a tool for improving customer experience and brand engagement. A chatbot is a computer program designed to simulate...

Brack Nelson
Brack Nelson 18 May 2023
Read more