In today's increasingly competitive marketplace, brand differentiation is the most critical factor that can drive any business. A robust brand differentiation strategy, in addition to creating a unique identity for the company, lays emphasis on reaching out to targeted audience, hence generating more revenue for the marketing efforts. However, the elephant in the room, is identifying the qualities that make up the DNA of a brand--something that is more easier said than done.
A recent survey by CustomerThink, an online community of business leaders, shows that 74 percent of customers consider experience as the key brand differentiator irrespective of a product's price and features. Binish Patel, Vice President of Service Delivery for Apptium, a technology solution provider, shares more insights on how delightful customer engagement can lead to positive business outcomes. Paraphrasing Patel, customers who receive a positive experience produce a ripple effect for companies, creating deeper brand loyalty, and attracting new consumers through word-of-mouth endorsements, which historically has proven more impactful than any form of advertising--as they say, top of mind leads to tip of tongue. Moreover, this ripple effect contributes to higher sales and, ultimately, higher revenue for companies that put the customers above all.
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