How To Build Attraction with Customer Experience

The Relationship Between Attraction and Customer Experience

For a brand to have a good Attraction, people must find the look and feel of your brand appealing. You can improve your Attraction by harnessing Customer Experience design at every touchpoint in your customer journey – every interaction is a chance to show off your brand.  

When using Customer Experience to drive your brand’s Attraction, consider the following:

1. Does your visual identity support your brand promise? Does every interaction with your customers drive and sustain the expectations that they have from your brand? Your customer experience should deliver sensory cues which reinforce your customers’ understanding of your brand’s character, values, and ambitions. If your touchpoints are disparate or poorly designed, your Customer Experience isn’t working as well as it should, and your Attraction will suffer. Each experience is an opportunity.

2. How do customers engage with your product or service when not guided? By observing how customers interact with your brand organically, without prompts from you, you can identify improvement areas. Looking at what they find intuitive (or not) will help you reduce friction in the Customer Experience and fast track customers to the value they are looking for.

3. What do your customers like or dislike about your brand’s look and feel? Continuous feedback on your customer experience is the best way to understand the opportunity areas to drive your brand’s Attraction. What do they like most about the way your brand looks and communicates with them? How do interactions with your brand make them feel? Simply asking your customers will help you to invest in the areas that will make the biggest difference to your Attraction. 

4. Are you using the most Attractive touchpoints? Think about ways to broaden people’s experience of your brand, in ways that allow you to excite them about how you present yourself. You could offer a unique experience, find new media channels, or come up with an activation. When these happen, make sure that it’s put together, from top to bottom, in a way that shows off the brand.  

What should you do next?

• Create or evaluate your brand promise: Your brand promise is the Emotional reaction your customers should expect from every interaction with your brand. You’ll want to consider what your customers value, the emotional qualities your product or service should evoke and what’s new or different about your brand versus your competitive set.    

• Create a customer journey map: This includes every single customer touchpoint such as your packaging, online interfaces, customer service channels, transactional interface, as well as in-store design, smells, and sounds. Mapping out your customer journey will help you to determine where the experience is delivering your brand promise and where it isn’t evoking the reactions you’re hoping for.  

• Conduct user experience testing: User experience testing across your digital interfaces will help you identify friction within your customer experience. It’s important to be neutral, to listen and watch as customers explain how they are engaging with your product, and why. You’ll quickly surface areas in the design of your digital environments which should be improved. 

• Invest in continuous feedback: ProQuo gives you always-on access to consumers’ feelings and thoughts about your brand. Using the platform will help you quickly surface key touchpoints which are damaging your brand’s Attraction. So, explore the Conversation tab to identify the main themes you need to work on.  

How to determine if it’s working.

• You’ll see your brand’s Attraction scores in ProQuo improve. If you make a big change to one particular touchpoint, you’ll see an equivalent spike in your Attraction. If you make smaller, wholescale improvements over time then you’ll see incremental gains in this Driver over time.  

  
  Guidance from:
  Annie Henderson | Head of Customer Success, ProQuo AI
  
  Annie is customer-obsessed. She's always worked with how people think about companies, and now she turns that expertise to making sure customers get the best from brands.