In the physical workplace, most of us agree that two heads are better than one. In fact, bringing different perspectives or ways of thinking to the same problem is considered invaluable in business and rightly so. Yet all too often brand, corporate reputation and customer experience are all viewed through a singular lens, the lens of the company’s good intentions. As a result this single perspective, the company’s, drives the allocation of resources.
The best way to ensure that the impact of brand, reputation and customer experience initiatives are greater than the sum of their parts, is to focus on the intersection between the three: more specifically, the experiences and perceptions of customers. This means moving beyond the lens of the company’s good intentions, to how customers both want to feel and do feel in their experiences with the company and its’ brands.
Bringing the customer’s perspective to the road of business growth takes courage. It means moving away from traditional research which tends to confirm existing hypotheses and the voice of the marketer, to more innovative techniques such as metaphor elicitation that give voice to the customer.
The best way to ensure the impact of brand, reputation and customer experience is greater than the sum of their parts is to commit to a program of exploration and feedback that taps into the intersection of conscious and unconscious minds of customers. It requires moving to metaphor based methodologies in which customers are given the chance to create pictures of what matters to them, whether or not the emotions, ideas and motivations which those pictures reveal are on to the list of what the company ‘knows’ or wants to hear about. Research designed to explore in this way will provide the company with the perspective or headlights needed to navigate the road of business growth fuelled by brand, reputation and experience insights that truly amplify the voice of the customer.