Last year, Gary wrote an excellent blog about how Brand Alignment is the crucial missing ingredient in delivering a differentiating, irresistible customer experience.
The recent resurgence in the fortunes of Ryanair reinforces Gary’s point. Most Cx development theory is grounded in the mantras of continuous improvement – aiming for excellent in customer experience. There’s nothing wrong with this, but if all of your competitors are doing the same thing, you’re all going to end up with an identikit experience (look at hotels, telecoms, utilities.. the list goes on).
What Ryanair have done is used their brand as the guide when developing their customer experience. They know that the Ryanair brand is built on value, and they look to other brilliant value brands – such as Ikea and Amazon – for inspiration, rather then the bland, identical experiences of most airlines.
This has led them to brilliant brand amplifiers such as the Amazon-inspired one tap app, where all of the ryan air extras – that you fully expect to pay for with a value brand – can be added with a single touch. It’s why their next developments – such as pre-ordering food – make absolutely sense: the brand is all about value, efficiency and speed, so pre-ordering food ticks all of these boxes.
Whilst it’s absolutely critical that any customer experience is developed in order to bring the brand to life, it’s important to know which are the most important parts of the customer experience that should be amplified.
The added complication is that this will be different, depending on the way your brand attempts to differentiate itself. For example, a brand that differentiates on price (Ryanair) will spend far less time and money on human interactions than a service differentiated brand (think BA), which will be looking to create moments of brand amplification through its people.
Brand Vista are about to undertake a major study to understand which stages of the customer and user experience should be amplified based upon the brand’s ‘category’ of differentiation.
If you’d like to get involved, and avoid the dreaded identikit approach, don’t hesitate to get in touch.