Turning Online Customer Experiences into Brand Building
By Nancy Wiesenfeld Vice Presidentt of Strategic Accounts, iPerceptions | April 22, 2012
Brands within the hospitality industry are constantly evolving as they respond to consumer needs, market conditions and changes in the competitive landscape. In response to years of a struggling economy, many of these brands aimed to increase their value proposition by offering more services to their guests, lower rates or more loyalty program benefits. However, in order to stay competitive, brands need to constantly strive to understand their customers, what motivates them to include them in the consideration set, and ultimately, what it takes for them to return and develop loyalty.
Websites are often the first experience consumers have with a hotel brand and become a frequent interaction point for return customers. Thus, the website experience can serve as a strategic tool for gathering information about your customers' perceptions based on their overall experience with the brand. With this in mind, it's important to retain a brand's DNA – or raison d'être – as the underpinning of any customer feedback strategy in order to foster and sustain longer term brand impressions. Just as important is making sure that websites are an integrated component of the full marketing platform and delivering on visitor expectations, which is critical for brand building and customer retention today.
How can you turn online customer experiences into brand building?
Create synergy between channels
A brand's website has evolved from being an extension of the marketing mix to a central component that is often the primary source of revenue generation. However, regardless of where the website sits in the brand's overall strategy, synergy across all communications channels is key. This means that the creative elements and the brand essence it conveys must be the same as with what is being delivered through other media such as television, print, and social networks, so that consumers receive one consistent message and impression that they associate with the brand. A uniform strategy across all platforms facilitates brand recognition and ensures that consumers understand the brand benefits, which ultimately helps drive brand loyalty.
Align what they see with what you've got
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