Marketing Final Exam.docx - First Question The following...

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First Question The following five steps can serve as an initial guide 1. Clearly articulating Corantor brand identity Brand Identity means what the brand means to the customer. Brand identity sets the customer expectations. The key is to clearly articulate the brand identity, and that what help us defining how customers interpret it. A clear brand identity sets right level of expectations by the customer. 2. Establishing a customer value proposition : Customer value proposition is the natural outcome of the brand identity. It is what the customers think of your brand. 3. Defining the optimal customer experience : Identifying all contact points where customers interact with the company. To create a holistic brand experience, we need to create a consistent and compelling experience at each of these touch points. For example, marketer must work as a mystery shopper and see if the customer experience is consistent with the customer value proposition and brand identity by the customer. Take an outside-in perspective when aligning each department with your customer value proposition and brand identity. Note that the marketer can only test the level of customer experience based on his understanding of customer’s expectations. There may be an understanding gap between what the customer wanted and what the marketer understood. 4. Cultivate relationships with customers : Relationship with customers must be treated carefully. Never assume anything about what the customer thinks of the company. It pays to be an active listener to learn and respond to the customer needs.
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