How to create a lovemark from your brand principles of effective customer experience and how reputation influences it key insights from the 17 CX CONFERENCE for marketers

Principles and How to create a lovemark from your brand principles objectives of effective Customer Experience (CX)
The four main principles of effective SH are:

Customer Experience – experience that matters;
Customer-Centricity is a unified business model;
Experience on Brand — the impact of experience on a brand;
Experience Strength is the strength of relationships.

Often, customers perceive a brand based on their first interaction or communication.

Kirill Yezhov, Business Development Director at Kantar Ukraine, provides analytics on customer experience:

51% of consumers apprec asia mobile number list iate it when a brand responds quickly to comments or dissatisfaction;
45% appreciate it when a brand asks consumers about their needs and expectations;
87% find it important for a brand to engage with consumers on social media;
82% believe it is important for a brand How to create a lovemark from your brand principles to communicate with consumers through traditional channels.
When developing a strategy, it is important to take into account a mandatory component – high activity at each stage of the funnel (non-consumers, potential consumers, consumers).

Read also : Marketing tools that help SOVA successfully implement beneficial initiatives and collaborations. Interview with commercial director of SOVA

The Lovemark Phenomenon
Lovemark is a brand that has found its place not only in the market, but also in the hearts of consumers. Before becoming a lovemark, a company How to create a lovemark from your brand principles goes through certain stages of evolution from just a product that performs its functions to a brand that awakens emotions. At the Lovemark stage, you begin to build relationships and culture with the client, and win loyalty.

Victoria Skorbota, regional director of 4Service East, lists the following advantages of Lovemark:

 

 

conference from client information Kiev
Photo: KA Group

loyalty is formed;
clients recommend you;
price becomes the second priority;
differentiation becomes more distinct;
easier to attract new clients;
it is easier to overcome the crisis.
76% of consumers are more likely to purchase a product from a brand they have an emotional connection with.

To create a Lovemark, you need to follow five steps:

Testing campaigns with a focus on audience reach.
Research into audience emotional triggers.
Combining “emotional capitals”.
Strategic transformations.
Transmitting values ​​to the consumer.
If your brand is already a lovemark for your target audience, what next? You become Crushmarks. These are companies that understand that relationships are always temporary, so passion needs to be constantly ignited.

Read also : The Importance of a Mobile Application in

Communication with a Consumer: Successful Cases and Examples

Personalization as an inv the importance of data analysis in digital marketing estment in the service of the future
Despite the fact that at the beginning of the full-scale invasion the hotel business collapsed by 90%, today the tourism industry of Ukraine continuesrestore, in particular due to the growth of domestic tourism and the gradual return of foreign visitors, including government delegations, international companies and volunteer organizations. In the first quarter of 2024, there is an increase in the number of taxpayers by 19% per year, and the amount of revenue to the state budget continues to grow.

The HAY by Edem Family team shared their case of opening a hotel during a full-scale invasion. This is a boutique hotel located in Bukovel. How to create the art of personalization?

Conference on Client Information Kiev 2024
Photo: KA Group

The core principles of customer satisfaction are personalized marketing in rooms and restaurants, which lies in the details and building a special story with each guest.

Thanks to positive reviews of the hotel’s products, sales increased by 30%. Personalization is the key to guest emotions, and emotions are energy that converts into repeat visits.

“The experience economy is part of the Ukrainian economy, which we support not only with the

emotions of guests, but also with jobs, taxes and assistance.”

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Transformation of service maintenance
The Kvitka Group of bw lists Companies created a mobile application for service maintenance. The main goal was to create a product that provides:

Uniqueness in the market;
High level of customer satisfaction;
Raising the level of the company’s brand;
New prospects for the development and use of the application;
Increase in sales levels.
The main stages of the project implementation included:

Concept, planning and research.
Design creation.
Upgrade the service module.

Selection, development and description of documentation.

Development of MVR.
Integration with ERP and internal CRM system.
Testing and releasing MVP.
PostMVP development.
Focus group testing.
Release.
As a result of the transformation of the mobile application, sales of tools increased by 36.3%, and the level of customer satisfaction increased from 68% to 75%.

“It is important to provide a high level of service and offer new simple solutions to complex issues” — Andrey Kriskuv, Commercial Director of Tsvetok Service.

The largest conference with client information 2024

Another case study on transforming a mobile application was shared by Ekaterina Ovseenko, Head of Customer Experience at Yasno.

The first stage of the update was collecting and analyzing customer feedback both online and offline. Then we built a Customer Journey Map with audience segmentation by behavioral patterns. As a result, we got three main categories:

Completely analog – for those who like to call, go to the office, get a paper payment, go to the bank with it, pay.

Semi-regular – they submit readings online, but they

want the payment receipt to make sure that they were accepted correctly, everything was calculated, and they also pay online.
Completely digital.
The main principles that were laid down in the new application are simplicity and convenience.

Read also : Personalization in Marketing: How to Improve Business-Customer Interaction?

How does reputation affect customer experience?
“Reputation is the sum of all the comments. Aall the associations. Aall the thoughts that arise in people when you ask them about the reputation of a particular company” – Elena Plakhova, Director of Reputation Management at NOVA (New Mail).

conference on client information 2024
Photo: KA Group

The panel discussion focused on the impact of reputation on a brand. Reputation, like corporate culture,

exists in any case, regardless of whether you deal with it or not.

People working in a company also form the company’s reputation. Therefore, reputation is the sum of actions. Athe sum of words. A the sum of any impressions formed by the company to the outside. Each person in the company is responsible for it.

Reputation is also a marketing effect. Delivering a message and contacting a client becomes cheaper precisely due to reputation.