{"id":1972,"date":"2016-05-12T14:38:48","date_gmt":"2016-05-12T21:38:48","guid":{"rendered":"http:\/\/thegood.com\/?post_type=insights&p=1972"},"modified":"2025-05-21T08:44:48","modified_gmt":"2025-05-21T15:44:48","slug":"customer-experience-is-brand-experience","status":"publish","type":"insights","link":"https:\/\/thegood.com\/insights\/customer-experience-is-brand-experience\/","title":{"rendered":"Your Customer Experience is Your Brand Experience"},"content":{"rendered":"\n

\u201cWhat is the difference between a good brand experience and a good customer experience?\u201d<\/p>\n\n\n\n

Answer: There is absolutely no difference between a good brand experience and a good customer experience. Period. Your customer experience<\/a> is your brand experience.<\/p>\n\n\n\n

Thinking that there is a difference has resulted in a serious problem \u2014 an internet of unusable and frustrating-to-the-customer websites.<\/p>\n\n\n\n

If your brand\u2019s site isn\u2019t organized around your customers goals, the site is leaving multiple salaries worth of revenue on the table. If your primary concern as a brand manager is \u201ctelling the brand story\u201d, you\u2019re buying into the idea that your brand\u2019s website has a job other<\/em> than supporting its customers online. That mindset only contributes to the problem.<\/p>\n\n\n\n

You could be doing what you consider to be the best brand storytelling possible: flooding your brand site with the coolest graphics, social media feeds, and celebrity sponsors. But when your customers pull up to your brand site and can\u2019t get what they\u2019re looking for quickly, the cool graphics and LeBron endorsements are just a really fancy brick wall between bouncing and converting.<\/p>\n\n\n\n

Rather than going to great lengths to create a brand experience, your main concern should be listening to the stories of the experiences your customers are actually having with your brand online.<\/p>\n\n\n\n

Success online is not about effectively helping customers get the brand messages you want them to understand<\/em>. It\u2019s about making sure you understand your customers enough to help them effectively get what they want<\/em> from your brand.<\/p>\n\n\n\n

If your brand\u2019s CEO asked, could you answer these questions?<\/p>\n\n\n\n