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Uncovering the foundational habits of a customer experience brand

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Corporations are very eager to create a brand through their customers’ experiences. Much emphasis is currently placed on delighting the customer through experience mapping and journey optimisation. There exist, however, deeper foundational elements and habits that demand attention from employees at all levels of the business. Left to external brand exercises, and ignoring foundational habits, the brands will erode. This paper highlights two foundational habits: first, the ability of anyone in the organisation to uncover, solve and delight the customer by removing pain points; second, the ability for anyone in the organisation to be heard and understood through their own ideas to solve inherent challenges facing the market or the company.
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Keywords: branding; business transformation; idea management; pain points

Document Type: Research Article

Publication date: March 1, 2018

More about this publication?
  • Journal of Brand Strategy is the essential professional journal publishing in-depth, peer-reviewed articles on all aspects of brands.

    Guided by a senior Editorial Board, consisting of leading branding experts, each quarterly 100-page issue – published in print and online – provides detailed, practical articles from leading branding professionals on innovative strategies, techniques and trends, together with the latest applied research in branding and detailed analysis of how leading brands are managed around the world. It does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

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