Remember MapQuest?! A few days ago, it announced a new map layer that displays the locations of known mass surveillance devices, like Flock cameras. This follows MapQuest’s announcement in September that it wouldn’t change the name of Lake Ontario to Lake America, as other map apps did in response to an executive order by US President Trump. These moves garnered MapQuest millions of new downloads and rocketed it to the top of the app charts.

It makes sense that MapQuest’s announcements earned it so many new users: One of the most important drivers of conversion across industries and geographies is “represents values that are aligned with my own,” according to Forrester’s Total Experience benchmark study. For example, US consumers are 8.4x more likely to buy from a brand if they perceive that it aligns with their values. The effect is even more pronounced in Canada, where consumers are 11.6x more likely to buy if they perceive values alignment.

For a brand that was essentially forgotten behind the likes of Google Maps, Waze, and Apple Maps, there was no better way for MapQuest to get back in the game. Given that 62% of Americans are concerned about Flock cameras and that 63% oppose renaming Lake Ontario, MapQuest’s positions align it with most consumers on these high-profile, values-laden issues.

But can MapQuest keep all these new users? Values alignment won’t cut it there, since it isn’t a top driver of customer retention, enrichment, or advocacy. The app will have to outdo its competitors on common top drivers of customer loyalty, like “communicates with me using plain language,” “resolves problems/issues quickly,” and “keeps my personal information secure.”

Is your brand focused on its top drivers of conversion and loyalty—of the brand and customer experience? And does your employee experience provide a tailwind or a headwind for your efforts? Our Total Experience study and framework can help. We have the driver data for hundreds of brands and dozens of industries around the world. If you’re a Forrester client, ask us for your top drivers, competitive analysis, and best practices for succeeding at the drivers that matter most.

 

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