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Brand Experience – The New Consumer Loyalty

March 21, 2016

Brand Experience – The New Consumer Loyalty

Much has been written in recent times around the death of brand loyalty, with quotes such as ‘78% of Western consumers have no loyalty to any one brand in any category’ flying around, terrifying many well established businesses and brand leaders!

However, a recent personal experience got me thinking about how even though today’s consumer may no longer be loyal to a brand per sè – loyalty to the experience that a brand can provide is still alive and well.

While brands struggle to attempt to provide new and engaging ways to create relationships with the new loyal-less consumer, often one of the simplest solutions is overlooked: creating a quick and easy experience for the consumer.

A few years ago I became a customer with ANZ and began using their app for my mobile banking. However, when my circumstances changed and I would have begun to be charged a monthly account fee, I had no hesitation in switching to another of the ‘big 4’ banks that would provide a free service (so far, so disloyal).

But while I found myself using the slightly more time-consuming and harder to use app of my new bank, I even begun telling others using it how ANZ’s was much easier – even though I myself was no longer a customer! So when the time came to again decide which bank I would mainly use I overlooked all the usual criteria and instead based my decision on the one that provided the quickest and easiest experience for me; loyally returning to the ANZ like the Prodigal Son (or daughter).

Providing an easier brand experience not only keeps consumers happy but helps to turn their brand interactions into a habitual experience.  As soon as a brand experience becomes complex or time-consuming (like my new bank’s app) any habitual behaviour is disrupted and the consumer will consciously question why they are in fact using a particular product or service if it is not meeting their needs. This is when a lack of loyalty can really hurt, with consumers having no qualms over shopping (and swapping) around for the best deal or service.

However, while consumers such as myself may swap brand allegiances and enjoy the odd dalliance with a competitor, the brand that gives me the easiest and least time-consuming (and therefore most enjoyable) experience will always have me returning.

As Euromonitor’s Global Trends 2016 report pointed out, time-saving is the new consumer currency. So while you may be madly brain-storming creative ideas about how your brand can provide an unforgettable customer experience, creating an experience that is so quick and simple it doesn’t have to be thought about at all may just be the answer to retaining your customers’ loyalty.

 

Written by Jackie


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