Brand v. CX

Posted Monday, October 22, 2012 in Customer Experience by Hank Barnes

If your brand is about low price/low service---and you openly set that expectation, should you be concerned about how engaging your customer experience is?

My gut is no--make sure the experience delivered matches the promise---but you better keep an eye out for competitors that offer similar promises (low price) with better experiences

1 comment


  • Patty_author
    Patricia Seybold on October 22, 2012 at 11:58 a.m.
    Hank, I agree, but to a point. Notice the differences in customers' attitudes towards "Target-brand" goods and other low-priced brands? Target makes a point of using good design for even its lowest price products.. particularly those it sells under its own brand name. So I would add a corollary to your point: you still want to provide a "differentiated" product/service, even if part of that differentiation IS your low price. But there seems to be a need for something else to really cement loyalty. That's the difference between a commodity and not. Something you buy where brand matters. Patty
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