For years, we used many of the traditional insight and measurement tools such as brand tracking, CSAT and NPS. However, we constantly found it frustrating that no overall measurement existed for brand experience. We knew that understanding this would help us identify moments across the entire customer journey where it’s most important for a brand to exceed customer expectations. It would allow brands to create roadmaps for where to concentrate their effort, as part of the journey to constantly improve experience across the board. That’s why we developed the Brand Experience Index (BXi), to fill this gap. It finally gives us an overall measurement for brand experience, something that has been to date virtually impossible to extract. How the BXi works The BXi has identified five core facets of brand experience that have a direct impact on customer loyalty. These include; ‘think’, which refers to a brand’s ability to communicate its purpose; ‘sense’, where a brand engages customers through the five senses using immersive experiences; ‘feel’, which involves […]
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