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For CMO Professionals

How To Build Your Brand Through Customer Experience

May 6, 2014

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  • By Tracy Stokes
  • with David M. Cooperstein,
  • Elizabeth Perez

Why Read This Report

Forrester's consumer research confirms the strong relationship between the quality of a brand's customer experience and loyalty measures like willingness to consider the brand for repeat purchase and likelihood to recommend the brand. But in many organizations, brand building and customer experience are disconnected, leading to a fragmented brand experience. This report shows chief marketing officers (CMOs) how to make customer experience align with marketing communication strategies to align the brand experience with the customer experience.

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Table of Contents

  • Good Customer Experience Builds A Strong Brand
  • How Customer Experience Builds A TRUE Brand
  • Calibrate Your Customer And Brand Experience To Build Your Brand
  • recommendations

  • Shift From Brand Management To Brand Experience Management
  • Supplemental Material