Build brand by customer experience
“There are three big drivers that can really drive the relationship with customers, purpose, trust, and intelligence“ — Billy Seabrook
“理念、信任和智慧是三項最能夠驅動顧客關係的三個重要要素” — Billy Seabrook
On the SDGC15 talk, Billy Seabrook illustrated the brand value built by the customer experience. It consists three important elements: purpose which from my perspective is more like value proposition of service; intelligence which represents what innovation you bring; and trust represents how you enhance bonding.
This diagram also can be applied to analyse business. He took many enterprises for example including the popular stars: Uber and Airbnb. This can be beneficial for understanding what and how we do for the relationship between business and customers.
You may find this diagram similar to value proposition canvas which highlights the interrelationship between business value and user need. The biggest reason is that when you put user in the center of your business and consider from their perspective, how the bonding is built becomes clearer. It is pretty much about the interaction between your business and your customers at different touch points. People would firstly consider what can you do for me and what advantage your service can offer. They all impact how user perceive your product or service.