How to Harmonise Your Brand for a Seamless, Unified User Experience

Tags – Unified User Experience

 

If you want your users to have a seamless, unified experience when interacting with your brand, then you need to ensure that all aspects of your branding are in harmony. 

This includes the design of your website, the tone of your marketing materials, and even the way that you answer customer support queries. 

Brand harmonisation can be a difficult task, but it’s essential if you want to create a cohesive user experience. 

In this blog post, we will discuss the importance of a unified experience and how you can harmonise your brand.

 

The Importance of a Unified Customer Experience

In an age where buyer expectations are constantly changing, delivering a seamless, unified customer experience is the true differentiator. 

It helps to boost the growth potential of your bottom line organically, not only by attracting new customers, but by retaining the ones you have and maximising their lifetime value. 

To provide a seamless experience, your company must be unified in the effort. 

At its simplest, the concept is that with broad access to cutting-edge technologies and services, people are free to choose. There are other alternatives if you don’t provide an experience. 

Clients will select the company that cares for them because of all of these alternatives available. 

In other words, whilst gaining new business is always important, it’s all about the gains you can make from nurturing your existing customers. 

According to Gartner, 80% of your future revenues will come from 20% of your existing customers. 

It’s critical to provide a pleasurable and seamless experience with your clients, particularly when they account for the majority of your income. 

 

So what happens if you neglect the customer experience?

  • Customer churn: it’s difficult to earn customer loyalty, and without a great experience, retention rates will decline
  • Limited organic growth: the potential to grow your bottom line will plummet
  • Increased competition: with advancements in technology, you’re competing on a global scale

 

A Unified Customer Experience Starts With Unifying Your Business

When a company changes its approach, it’s frequently accompanied by the need for staff to learn new processes, working styles, and ways of interacting with customers. 

Here are 4 important things to consider for change within your business:

  1. Culture: it’s important to move towards a collaborative culture. Employees who are empowered will be more trusting, open, and collaborative, resulting in higher employee engagement. Employees who are engaged and empowered will understand the need to focus on the client. Having the correct culture aids agility and the capacity to service clients, which motivates your staff to provide exceptional customer service.
  2. Operations: How agile as a business are you and are you prepared for constant change? Does your business have the ability to react and move fast to respond to unforeseen events? Essentially, you must review your current operations and assess where changes can be made to allow for continual alignment, such as sources of revenue, efficiency, structure etc. Using your human capital can be the key difference for winning new business, retaining existing customers and achieving revenue growth year-on-year.
  3. Technology: Technology should be used to help solve a problem. It’s critical for tech adoption and the return on investment of IT spending. While technology is intended to assist in operational efficiency, it may also be a nuisance, particularly if it generates more work for those it was designed to assist. The right technological solution puts the user first and foremost in its functions.
  4. Actionable Insights: The bottom line improves with more accurate and useful customer and relationship data. These actionable insights provide the foundation for organisational change. Knowledge of your clients is essential to good decision-making throughout all parts of your company’s departments. Bringing people and data insights together allows for improved operational planning, as well as the development of a unified customer experience.

When the bulk of your income comes from existing customers, having one central location for complete, accurate information on each account is critical; a CRM system

Being able to identify where one team left off with a client, who the most important contact is, and where departments may step in to speed up the sales cycle directly affects your bottom line. 

Accurate data not only allows for greater retention rates, but it also creates new business opportunities. 84% of decision-makers begin the purchasing process with a recommendation, and excellent customer service is what attracts them in the first place. 

 

Final Thoughts

Achieving brand harmonisation can be difficult, but it’s essential for a seamless, unified customer experience. It’s also necessary for the growth and retention of your existing customer base. 

Brand harmonisation starts with unifying your business by focusing on culture, operations, technology, and actionable insights. 

Doing so will allow you to provide an exceptional level of service that keeps clients coming back – and referring new business your way.

 

Want to know more? Please get in touch today.

 

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