The Experience Gap is a simple, but often overlooked, phenomenon that measures the gap between customers’ expectations and the reality they experience. Some of the world’s most iconic brands have built their businesses on the unshakeable foundations of great customer experiences and continue to create an ever-growing pool of loyal followers. Apple, Virgin, Harley Davidson and Red Bull prove that from flying high to fizzy drinks, experiences give brands wings.
At the other end of the scale, where the Experience Gap is at its greatest, you find brands with a disproportionate focus on traditional advertising vs. the customer experience. Traditional advertising is built on its power to build desire and expectation. If this expectation is not met the brand faces significant reduction in customer loyalty, ultimately leaving the business in a costly cycle of customer acquisition dependence and customer service reliance.
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~ by alanriva on May 12, 2010.
Posted in Brand Experience
