Jack_Morton-品牌体验指数报告（英文）-2019.2-24页_3mb

Experience Brand Index Summary

Core Content

The Experience Brand Index highlights the growing importance of brand experience over traditional brand messaging. It is based on global research involving 6,000 consumers across the US, UK, and China, and 100 brands from 10 industries. The research reveals that consumers are more influenced by a brand's actions and interactions than by what it says, and that providing tangible proof of brand promises is key to building trust, loyalty, and long-term relationships.

Main Points

• Brand Proof > Brand Promises: Consumers care more about what brands do than what they say. Brand proof, such as employee service, in-store experiences, web & mobile interactions, and events, is a stronger indicator of brand health.
• High NPS = High Loyalty: Brands that deliver proof of their promises have more than 200% higher NPS than those that do not. This is critical because NPS is a strong predictor of customer loyalty and brand growth.
• Brand Integrity is Delicate: If a brand fails to meet its promises, consumers lose trust and may stop purchasing. This is especially true for older consumers (53%) compared to younger ones (42%).
• Most Brands Fall Short: Over 50% of global consumers believe most brands fail to deliver on their promises, with 60% in China expressing this sentiment.
• Brand Proof Will Only Grow in Importance: As generational shifts occur, the focus on how brands behave and deliver on their promises will become even more crucial for long-term success.

Key Insights

• Only 1 in 4 brands stand out to consumers, and those that do are seen as Experience Leaders.
• Experience Brands are more than 2 times as likely to deliver superior brand experiences and generate word-of-mouth.
• Geographic and Industry Differences exist in how consumers value different proofpoints:
  • Employee experience is most important in the US and UK.
  • Web and mobile experiences are important across all regions.
  • Social content has the highest impact in China.
• Top Experience Brands across the globe include:
  • US: Amazon, JetBlue, Royal Caribbean
  • UK: Netflix, Apple, Sony
  • China: Huawei, Blizzard Entertainment, Alipay

Case Studies

PayPal

• Core Promise: "We put our customers at the center of everything we do."
• Actions: Streamlined payment dispute service, acquisition of Venmo.
• Impact: Strong customer experiences, serving 244 million active users.

WeChat

• Unique Position: A relatively young brand in the Chinese market.
• Strategy: Mobile-first, continuously evolving with new features and services.
• Engagement: Users spend an average of 66 minutes daily on the platform.

IKEA

• Customer-Centric: Focus on creating an inspirational and functional in-store experience.
• Statistics: 2.3 billion website visits and 936 million store visits in the past year.
• Experience: Showrooms, playrooms, and Swedish food in-store restaurants.

Royal Caribbean

• Innovation Focus: Investments in onboard and off-boat experiences.
• Examples: Bionic Bar (robotic bartenders), HoliDeck (virtual reality activities).
• Impact: Enhancing customer experience through interactive and immersive methods.

Brand Experience Definition

• Experience Brand (noun): A brand that creates desire and demand through its actions and interactions, aligning proof with promises.
• Brand Experience (verb): The actions and interactions that deliver on brand promises and build customer trust and loyalty.

Research Team

• Craig Millon: Executive Vice President
• Ben Grossman: SVP, Group Strategy Director
• Joe Panepinto: Principal Investigator
• Craig Smith: Marketing Director
• Erin Winker: Sr. Content Manager
• Laura Holmstedt: Digital Marketing Manager
• Cait Houck: Sr. Designer

Final Thoughts

The Experience Brand Index serves as a guide for brands to understand and improve their customer experience. It emphasizes the need for brands to align their actions with their promises, and to consistently deliver across all touchpoints. As consumer expectations evolve, so must the strategies brands use to build trust, loyalty, and long-term relationships.