The best advertising agencies will tell you that customer experience is more memorable than your logo, which is why you should put just as much care into designing a customer experience as you do in designing your logo.
It is essential for companies to look up from the desktop and not only see the world through the eyes of the customer but to feel and experience it the way customers do. The purchasing process is now a subset to the customer experience of being engaged and entertained. The seismic shift in branding is customer experience: building loyalty and lifelong relationships with each touchpoint.
The American business magazine Forbes explains that customer experience is the “cumulative impact of multiple touchpoints” over the course of a customer’s interaction with an organization. This interaction includes a customer’s attraction, awareness, discovery, cultivation, advocacy, purchase, and use of a product or service. Martin Willing, a contributor to Forbes, highlights that “customers remember experiences, not your brand logo”, indicating that the experience becomes the brand in your customers’ minds.
Here in Iran, we have a long history of trading, most notably in the Bazaar, but that is rapidly changing because of the increasingly elevated expectations of the audience. As Iran integrates with the international community, more brands will be competing for the consumer’s attention, and each will be trying to create a unique customer experience. This new exposure, only previously seen through television shows and films will require directors to guide actors in putting on a better show. This is where we at Zigma8 branding agency come in. We work with you to design customer experiences at each touchpoint, looking to add these up so as to direct an integrated experience for your customers – one that gets results.
