Brand Experience vs. Customer Experience: What’s the difference, anyway?

Brand Experience vs Customer Experience

Let’s face it, ladies. Being a fempreneur is all about storytelling, and better yet, winning in business is about making your customer the hero of that story. 

When we’re talking about customer experience (CX) and brand experience (BX), both naturally centre on the customer. What we need to realise is that although they sound like interchangeable ideas, they’re distinct in how they handle the needs and wishes of your customers. 

That’s why we’re exploring these key differences so that you can employ forward thinking tactics in your business strategy:


Brand Experience: What is it?


Brand experience is undoubtedly the most varied of all the experiences a customer can have with a company. It includes both customer experience and product experience, and serves as a representation of your company’s best attributes and helps clients to better understand your business. 

Think of all the different ways you could communicate your story to potential customers. These channels may include your website, paid media, taglines, or product offers, just to name a few. The key here is to use a consistent and identifiable design and brand voice from which you’ll build your marketing strategies on, and nurture a devoted base of customers.


The Key Elements of Brand Experience (BX)


When you’re setting up your BX strategy, you’ll want to look at things like: 

  • Marketing & Ads
  • Product/ Service Activation
  • Building long-term Relationships with your Customers
  • Customer & Audience Engagement
  • User Interface (UI) a.k.a human-computer interaction and communication


Defining Customer Experience


The foundation of a successful customer experience is a strong service culture. Customer experience, or CX, is a meticulously planned journey that tracks the client through each stage of the client journey. Because customers must first learn about your brand and who you are before you can provide them with CX, brand experience therefore comes before customer experience. 

Customer loyalty depends on providing excellent customer service. If you don’t treat your customers well, they won’t return to your establishment. It’s as simple as that. 


The Key Elements of Customer Experience (CX)


When you’re setting up your CX strategy, you’ll want to look at things like: 

  • Customer Service
  • Customer Support
  • Immediate Interactions with Customers
  • Customer Satisfaction
  • User Experience (UX) a.k.a the interaction you have with a product/ service


Final Thoughts


As a fempreneur, having an amazing product or service will only get you so far. The key lies in finding the right balance between brand and customer experience, and the best way to do this is by understanding your customers, what their needs are, and how they’re experiencing your business. 

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