Building a Strong Relationship Between Brand and Customer Experience

Building a Strong Relationship Between Brand and Customer Experience

In a recent Enghouse webinar we were privileged to be joined by Kim Bright from LEGO Education who discussed the relationship between their brand and customer experience and how it is interwoven within everything they do.

Listening to LEGO and the way the power of brand shines through every aspect of their customer experience was certainly refreshing. Their approach of F.R.K.E, (Fun, Reliable, Knowledgeable, Engaging) is used in every interaction with builders (customers), adding a consistent community feel to the relationship between customer and brand.

Achieving this requires the development of customer journeys that meet and match the builder’s requirements, demonstrate the brand’s strong ethnics and emphasise the lifetime value of builders to the brand. With an NPS (Net Promoter Score) of over 90%, Lego’s approach appears to be working rather well and they have certainly embraced the concept that the “customer experience is the brand”.

Thinking about the brand values approach, enhancements in contact centre and UC technology have made it even easier to connect customers with the right people in your organisation. They have also made it easier to monitor brand consistency and the service customers receive.

Here are some key points to consider for shaping the relationship between brand and customer experience:

Use technology to speak to the right individual in the organisation

Review your customer journeys dependent on personas, and utilise your database or third party systems to understand the customer history, predict future enquiries and route them to the right channels or person based on previous interactions.

Define your channels and overlay your contact centre to your unified communications strategy. This will enable seamless transfer to any expert across the business, seamlessly building empathy and rapport for a personalised service, resolving customer issues first time.

Use tools to evaluate for a consistent service

Use your technology to ensure the service delivered is consistent and follows your brand ethnics or F.R.K.E in LEGO’s case. This can be achieved through self-evaluation solutions such as quality management, vocal coach or speech analytics to monitor in real time and inform a consistent future approach. In addition, use simple post-interaction surveys to continuously review and evaluate service.

Ensure messaging is as consistent as your service across channels

Businesses wrangling with the channel approach must ensure they are offering consistency across all channels including web chat, social media and voice and that customers can switch seamlessly from one to another. This can be achieved by setting SLAs for each channel and monitoring activity so that tweaks can be made to the customer journey.

Kim Bright gave some great insight into their approach to customer experience and how it has helped to propel them to their status of one of the largest toy makers in the world. But what did everyone else think. We asked our delegates what they felt was the most important part of customer experience and thought we would share a few of them with you in this blog.

“The need for personalisation and consistent messaging across channels” – Train Operator

“We want to help the customer live better in their home, and support them in any aspect of their life that ensures this outcome” – Housing Association

“Creating a hospitality culture so guests come back again and again” – International Fast Food Chain

“Initial first call /contact with us as this sets the potential clients expectations of how their case will be dealt with by the firm as a whole” – Legal Firm

LEGO is of course a unique brand but from questioning our audience on the webinar, it is clear that every business is different and the customer service approach must be aligned to the business strategy.

The relationship between the brand and the customer experience is vital. Everyone within the organisation needs to be responsible for customer service and the continuous monitoring and evolution of customer journeys based on personas, channel approach and the right people within the organisation dealing with a case that fits into their area of expertise. These are the building blocks to world class customer service.

Click here to watch the webinar on demand with LEGO.