{"id":34471,"date":"2021-09-22T19:49:03","date_gmt":"2021-09-22T19:49:03","guid":{"rendered":"https:\/\/inmoment.com\/resource\/the-value-of-cx-reputation\/"},"modified":"2021-10-21T10:13:01","modified_gmt":"2021-10-21T10:13:01","slug":"the-value-of-cx-reputation","status":"publish","type":"resource","link":"https:\/\/inmoment.com\/en-gb\/resource\/the-value-of-cx-reputation\/","title":{"rendered":"The Value of Building a Stellar CX Reputation"},"content":{"rendered":"\n

Author: Jim Katzman, Principal, CX Strategy & Enablement<\/strong><\/p>\n\n\n\n

The most ambitious companies know that it\u2019s not enough to be loved \u2018just\u2019 by their existing customer base. Think about brands like Ritz-Carlton; even if you haven\u2019t stayed at a Ritz before, I bet high quality and a stellar brand reputation come to mind the moment you hear the name. This sort of prestige isn\u2019t just good for prestige\u2019s sake, either\u2014a great reputation preserves your customer base, creates a sense of shared identity, and allows you to attract and retain new business.<\/p>\n\n\n\n

A great CX reputation preserves your customer base, creates a sense of shared identity, and allows you to attract and retain new business.<\/p><\/blockquote>\n\n\n\n

While a lot of the companies that have reputations like these have benefited from time and history, that doesn\u2019t mean your brand has to wait 100 years to build that rep too. Believe it or not, Google is just 22 years old, but its brand is pretty much synonymous with the entire internet. Customer experience initiatives, specifically Experience Improvement<\/a> (XI) programs, give organisations the tools they need to build up a great customer experience (CX) reputation expediently, which also expedites attracting and keeping a great customer base. Let\u2019s get into it!<\/p>\n\n\n\n

What We’ll Discuss Today<\/h3>\n\n\n\n
  1. How Customer Experience Supports Brand Reputation<\/li>
  2. The Tools of the Trade<\/li>
  3. How to Elevate Your Brand Reputation<\/li><\/ol>\n\n\n\n

    How Customer Experience Supports Brand Reputation<\/h2>\n\n\n\n

    When used properly, CX tools can transform virtually any facet of a business, but how does that factor into improving or reinventing brand reputation? For starters, one of the first major reputation building blocks CX tools can help with is consistency. This element is key to the reputations that the world\u2019s most successful companies enjoy. You can acquire or maintain that reputation yourself by listening to both customers and employees, then identifying gaps in your experience consistency. CX capabilities like social and market listening can make you aware of which locations or services might be lacking, after which you can take steps to ensure they\u2019re up to par with the rest of your brand.<\/p>\n\n\n\n

    A consistent brand experience goes a long way toward brand reputation. In fact, it can reduce the need to use advertising to defend your brand. You don\u2019t need to watch a Tesla commercial to know that the company is well-known for its vehicles\u2019 innovation and its customer service. Tesla and companies like it have worked hard to create that reputation through building their brand expectations. <\/p>\n\n\n\n

    This isn\u2019t to say that only ineffective companies advertise, but it is a testament to how much better reputations are at sticking in people\u2019s minds than the latest ad jingle (to say nothing of the idea that many large brands advertise purely to sweep operational inconsistencies under the rug). Additionally, those organisations that have established brand equity can use advertising to tout innovation and new offerings.<\/p>\n\n\n\n

    An excellent reputation also helps brands achieve something potentially even more powerful than consistency: an air of exclusivity. To be clear, in this context, \u201cexclusivity\u201d doesn\u2019t refer to the notion of only accepting certain customers. Rather, in a CX sense, exclusivity refers to customers feeling that you provide a level of product and service excellence they cannot get anywhere else. This is a core concept of Experience Improvement, and it\u2019s an amazingly powerful way to both retain existing customers and rapidly create new business for yourself.<\/p>\n\n\n\n

    Tools of the Trade<\/h2>\n\n\n\n

    Now that we\u2019ve reviewed how customer experience can help you get or maintain the reputation you need for marketplace leadership and new business, it\u2019s time to delve a little deeper and talk about what some of these tools and methods actually are. I\u2019ll also take you through some best practices I\u2019ve seen in my time as a CX practitioner, and how you can put them to good use in a fiercely competitive business landscape.<\/p>\n\n\n\n

    The first method I would suggest is to listen\u2014 early, often, and across multiple channels and audiences. It wasn\u2019t very long ago that a survey was the only way for companies to listen. Now, though, there are tools that bring customer voices together<\/a> and analyse them from every possible angle. These methods include:<\/p>\n\n\n\n