Branding and the Customer Experience

What makes a customer's experience with a brand great? What makes it awful?

Think back to your own experiences. When were you wowed with an experience or, conversely, deeply disappointed?

I had a "wow" customer experience when the bulb in my car's brake light burned out. I dreaded having to take my car into the shop, and on a whim stopped at the nearby Shell station to see if they could replace it.

The no-nonsense mechanic, with a bushy mustache and grease-smeared uniform, took a look. Quietly and efficiently, he replaced the bulb in just minutes. I had neglected to ask him how much this service would cost. To my surprise, he charged me only $11 and change.

My reaction? Wow! I will definitely consider this Shell station for car tune-ups, and now buy my gasoline there as well.

At the other extreme, I had a miserable experience at the Department of Motor Vehicles. I received a notice in the mail that I had to go in person to the DMV office to renew my license. Fortunately, I was able to make an appointment ahead of time.

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Suzanne Taylor is a marketing strategy consultant. Contact her via staylor@serrano.com or visit www.suzannetaylor.com