The decision to pay money for a product or service is often based on more than just the product or service itself. Consumers care deeply about the overall experience of the buying process: They respond to the marketing message, the advertising, the sales approach, the website, the interaction with company personnel, and more. When all these elements come together to form a seamless experience, the customer is left with a feeling of satisfaction that ultimately builds loyalty. Jim Joseph calls this ideal combination the aexperience effect, a and in this book he shows how any business can create one for its brand. Filled with practical advice and real-life examples, The Experience Effect shows readers how to: Understand their brandas target audience ac Conduct more effective market research ac Connect with customers on an emotional level ac Establish appropriate and engaging customer touchpoints ac Link digital and nondigital media ac Perform a gap analysis of their brandas marketing ac And more Whatever the business, whatever the size, The Experience Effect will help companies create a simple yet powerful brand experience that resonates purpose fully, consistently, and continuously with customers.The brand is an all-encompassing provider of home and cell phone service, Internet access, and cable television for both business and residential customers. ... Become a Verizon customer, though, and the actual experience doesna#39;t exactly match the brand promise. ... the phone who can help with the multiple servicesa these people dona#39;t seem to exist, at least after several attempts and literally hours onanbsp;...
|Title||:||The Experience Effect|
|Publisher||:||AMACOM Div American Mgmt Assn - 2010-05-26|