Beyond the 'Seamless' and ' Delightful' This article in HBR shared a useful approach to target the experience for your brand that's much more meaningful than generic run of the mil way. When I read it I felt it does made sense, considering no one experience with a service or brand is somewhat the same all the time its imperative we aim our goals and solutions more tactically. Which one align more to your needs?
The article suggests Mass-Market, Convenience, Gravity and Boutique as the categories of tactical brand experiences. Each of there warrant different approach, ideas and outcomes and can help your teams be more specific and narrow those pain points to a tee. Check out the details of the four matrix from the article in the link below. HBR - What's The Right Customer Experience For Your Brand?
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