Trends Report

Avoid Dissonance Between Your Brand Promise And CX Delivery

December 15th, 2015
Joana de Quintanilha, VP, Principal Analyst
Joana de Quintanilha VP, Principal Analyst
With contributors:
James McQuivey, PhD , Michael Gazala , Michelle Moorehead , Gabriella Zoia , Kara Hartig

Summary

Competitive pressures keep ratcheting up. To survive, companies need to become customer-obsessed and make sure that the promises that they make in the market and the experiences that they deliver reinforce each other. Companies need to make sure that brand, marketing, and customer experience (CX) align. To avoid brand and CX dissonance, CX pros and senior marketers should follow four rules, including painting a vivid picture of the intended experience and interweaving tools and techniques to enrich customer understanding.

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