Jack Morton-品牌体验指数报告（英文）-2019.2-24页.pdf

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1、Brands make promises every day. They spend billions of dollars on pushing out messages every year $628.63 billion in 2018 alone, up 7.4%.1 But according to our global research on 100 brands, 6,000 consumers and 10 industries, consumers care more about and buy more from brands that deliver proof on t

2、he promises they make. What surprised us most in our research was that after years of relying on studies about brand messaging and advertising effect, we found that their actions and interactions are a stronger indicator of brand health than anything brands say. We hope you find this edition of The

3、Experience Brand Index helpful in understanding where the industry stands today and the role of Brand Experience in changing the landscape of tomorrow. As we continue this conversation, we welcome your thoughts, perspectives and questions.Welcome to the Experience Brand IndexGlobal consumers demand

4、brands do more than promise a great experience - they expect proof.“Brands that back their words with concrete action, like experiences and events, find increased loyalty, higher willingness to recommend and scored significantly higher on Jack Mortons Experience Brand Index.”Experience Brands have m

5、ore than a higher Net Promoter Score (NPS)Experience Brands boasthigher customer loyalty1Josh McCall Chairman and CEO Jack Morton Worldwide 2IntroductionAbout the researchFive lessons in brand promise younger consumers more forgiving (Millennials 42%).Global %Generations42%49%53%10“When a brand does

6、nt live up to its promises, I cant trust it and wont buy it anymore.”0.00.10.20.30.40.50.6MillenialsGen XBoomers201142%49%53%0.000.050.100.150.200.250.300.350.40Cross-generational brand skepticismConsumers today are doubtful. One out of three of all our global respondents saw overpromising as just w

7、hat brands do. Generationally, Millennials felt the strongest about brands overpromising, with 36% of them saying that “when a brand doesnt live up to its promises, it wants me to believe its something its not.” Thats especially true in the US and UK where 40% of Millennials felt that way.The bottom

8、 line? Consumers want the brands they know and love to treat them well. And theyre unforgiving when a brand doesnt keep its promises. After all, this is a relationship were talking about. So for it to be a long-standing one, brands must continually nurture their customers and above all, deliver expe

9、riences that meet and exceed the promises they make.Global %36%28%23%“When a brand doesnt live up to its promises, it wants me to believe its something that its not.”GenerationsMillenialsGen XBoomers2212Brand touchpoints are proofpoints.Every interaction matters. Lesson 03When we look at the most su

10、ccessful Experience Brands in each category, they deliver consistently across all interactions with consumers and actions in the world. In other words, theres no excelling in one area of the brand experience that can make up for shortcomings in others. In-storeWeb in China, employee experiences are

11、top proofpoint drivers for just 2/10 industries (Retail Banks and Travel). And while certain trends hold true globally, there are also key geographical and industry differences in rating the importance of proofpoints:Social content has highest impact in China: Social content was a key proofpoint in

12、China for 9/10 industries (exception: Beverages).Web and mobile experiences are important to all: For 8/10 industries in the US and UK, and 6/10 in China, web and mobile experiences are significant drivers.inconsumersLooking for something differentLess than one in four consumers said the brands they

13、 interact with deliver experiences that are significantly better than their competitors. But Experience Brands were different. Globally, brands that scored high within our Experience Brand Index are nearly two times as likely to deliver what consumers see as a superior brand experience. And they are

14、 also nearly two times as likely to be deemed worth talking about, unlocking sought after online and offline word-of-mouth.15KeyIn-storeWeb & mobileOnline shoppingSocial contentEvents & experienceEmployeesIndustryCPGBeveragesEntertainmentConsumer TechTechPaymentsTravelRetailQSRRetail BanksUSAUKChina

15、16When we look at the most successful brands in each industry, they deliver consistently across all proofpoints. However, there are some experiences more closely tied to their success.17Top five leaders per geographyBest Experience BrandsAcross all proofpoints, Amazon, Netflix and Royal Caribbean ra

16、nked #1 in the US, UK and China, respectively.12345RankUSAAmazonNetflixJetBlueAppleRoyal CaribbeanPayPalSamsungSonyPayPalSamsung & IKEA78.874.373.573.273.2UKChinaRoyal CaribbeanHuaweiBlizzard EntertainmentAlipaySK-II & Singapore Air74.47872.277.570.677.370.677.37076.7PayPal Top Experience Brand Thro

17、ughout PayPals 20-year brand journey which included an acquisition by eCommerce giant, eBay they have never deviated from their core promise: “We put our customers at the center of everything we do.” For PayPal, customers exist on both sides of a transaction business and purchaser. A significant eff

18、ort goes into backing up their promise, like constantly working to improve and simplify the consumers transaction process. Notably, they implemented a new streamlined payment dispute service, and purchased Venmo, an innovative peer- to-peer payment service company, showing added value to their custo

19、mers. PayPal is a brand that truly backs up their promises with strong, impactful customer experiences, servicing its 244 million active account holders.6 18The next five leaders per geography678910RankUSASonyeBayYouTubeAmazonNeutrogenaAmerican ExpressIKEATUIAppleP&O Cruises72.872.372.171.871.6UKChi

20、naWeChatMacysHeinekenXiaomiStarbucks68.976.568.676.467.776.167.27666.876WeChat Brand to watch Relative to many of the brands we included in this survey, WeChat is quite young. Launched in 2011 by the technological behemoth Tencent, WeChat (called Weixin in China) entered the Chinese social media mar

21、ket that was dominated by the well-established RenRen. But quickly, they gained traction due to their ever-evolving platform. They were an early- adopter of the mobile-first mindset, placing the mobile user at the center of everything, and constantly adding new services and features. WeChat has comb

22、ined a healthy mix of embracing whats worked on other platforms with their own unique features to create a multi-faceted mobile platform which encourages users to spend significant amounts of their daytime within its app ecosystem. A reported average of 66 minutes a day was spent within the platform

23、 in 2016.7 As WeChat surpasses a billion users and continues to evolve and innovate, well keep a close eye on their consumer relationship and expect to see them climbing our Experience Brand Index in the future.Brands to watch Ranking within the top 10 of our Experience Brand Index, the following br

24、ands are ones to keep an eye on. 36Brand proof is only going to get more important.Changing generational tides give new focus for brand owners. Lesson 05Its no secret that the consumer base around the world is changing: More diverse, more global, different demographic swings, the rise of Millennials

25、 and Gen Z. Our research makes it clear that the playbook of yesteryear will no longer succeed with consumers of the future. Simply put: Millennials care more about how brands behave but are more skeptical than previous generations.globally believe brands rarely live up to their promises.globally ca

26、re about how brands behave toward customers, employees and their communities. 19For brands living up to their messaging, theres less of a hurdle to jump. They are already seeing increased loyalty and their customers are more likely to recommend them to family and friends. And while the primary focus

27、 of our research was B2C brands, our attitudinal data suggests that this notion holds true for all brands, including B2B, as Millennials are increasingly becoming influencers and decision-makers within their companies.I care about how brands behave toward customers, employees and their communitiesBr

28、ands today rarely live up to the promises they make79%82%78%78%79%81%79%77%75%77%74%74%83%88%80%82%52%56%50%47%45%49%44%42%50%55%49%49%60%63%58%50%USUSUKUKCHCHMillenialsGen XBoomers20GlobalHabits of Experience BrandsFrom digital to in-store experiences, from employees to events, lets take a deeper l

29、ook at a few brands who shine across customer proofpoints. EmployeesWith a brand mission to save the world from mediocre coffee, Costa Coffee believes every one of their baristas is unique in what they do. So much that each year, to celebrate their creativity and passion for the bean, the brand laun

30、ches a Barista of the Year competition. For the coffee enthusiasts who participate, they are given the opportunity to showcase their espresso and latte- making skills including one specialty drink made up of their own ingredients for judges to critique their skills and creativity. Costa believes in

31、recognizing the incredible coffee-making talent of their baristas and fostering a standard of excellence across their company. They also appear to have a lot of fun in the process!In-storeWith their customers at the core of their brand vision “to create a better everyday life for the many people” IK

32、EA delivers a shopping experience thats grounded in consumer research to better understand life at home, affordable and uniquely enjoyable. Last year, the largest furniture retailer reported 2.3 billion visits to their company website and 936 million store visits.8 And the reason why is obvious. In

33、any one of their 400 stores, IKEA customers are delighted with a walk through showroom displays of furniture and dcor thats both inspirational and functional. They also pass by a playroom full of kids having fun and see shoppers enjoying Swedish fare in the store restaurant. Thanks, IKEA, for consis

34、tently delivering on a great furniture shopping experience.21Online shoppingWith 51.3% of the Chinese eCommerce market, Tmall has been a revenue-generating powerhouse for parent Alibaba for nearly a decade.10 A great deal of the websites success can be attributed to their dedication to building an i

35、ndustry-leading online marketplace. T not only serves as a convenient ecommerce platform for local Chinese sellers, but they also invite Western retailers, including US eCommerce giant Amazon, to sell goods to their massive user base, which is comprised of hundreds of millions of consumers.Habits of

36、 Experience BrandsFrom digital to in-store experiences, from employees to events, lets take a deeper look at a few brands who shine across customer proofpoints. 22Web & mobileAmazon, the second most valuable company in the world, began their journey over 20 years ago by selling books online.9 Today,

37、 Amazon has become the worlds largest online retailer whose brand mission is rooted in being “consumer obsessed.” And its working. With a culture that continuously innovates and anticipates what their customers want to earn and keep their trust theyve created a purchasing model that caters to their

38、more than 300 million consumers. You can now can shop online from your home, on-the-go with your mobile device, via 1-Click ordering, or by asking Alexa. Amazon has truly made consumer purchasing more seamless, more personalized and simpler. Were excited about whats to come.Social contentEvents & ex

39、periencesRoyal Caribbean continually invests in events and experiences, onboard and off, for their consumers, employees, trade publications and the press, to give them a taste of the amenities they promise to their cruisers. With their Sea Beyond experience, they proved to the world that they are an

40、 innovative visionary in the travel industry by inviting their audience to experience the new, next and never seen before where they could see, feel and interact with innovations firsthand. With their launch of the Bionic Bar, Royal pushed innovation further by introducing the worlds first robotic b

41、artenders to its cruise-goers. The robots, whose limbs can produce two drinks per minute, shake up and muddle over 30 different cocktails. Royal also launched HoliDeck, a virtual reality experience that provided cruisers with off-boat activities, such as skydiving and rock climbing, without leaving

42、the cruise ship. Visa, a US-based brand, has made inroads in the massive Chinese payments market by partnering with a number of domestic companies including Tencent and Alibaba, having integrated into the digital giants popular WeChat Pay and Alipay social payment platforms. They also pay a signific

43、ant amount of attention to building and maintaining strong communities on a number of social networks most closely associated with China: WeChat, Sina Weibo and Youku. Visas efforts and dedication to creating a social connection with the people of China has made them a player in the Chinese payment

44、card market and a challenger to the powerful UnionPay in the space.Habits of Experience BrandsFrom digital to in-store experiences, from employees to events, lets take a deeper look at a few brands who shine across customer proofpoints. 2324The Experience Brand Checklist010203040506Whats your promis

45、e? Can you state your brand promise in 2-3 sentences? (We encourage you to write it down even pin it to your cubicle wall.)Is your experience differentiated? Do you provide a brand experience thats significantly different than your competitors?Do you make it moving?In the Brand Experience landscape,

46、 its easy to simply deliver an ac- tion or interaction that works. But is the proof youre delivering on your promise something that people are emotionally engaged by? Do they feel proud of it? Are they inspired by it? Or are they bonded to it? Whats worth talking about?If a consumer were going to co

47、nvince a skeptical friend that your brand is worthwhile, whats one action or interaction they would use to explain their attachment to your brand? Do you prove it through actions?Can you point to 3-4 notable actions your brand has taken to prove to the world your promise is authentically proven?Do y

48、ou prove it through interactions?What key consumer experiences across consumer touchpoints customer service, in-store, web, mobile, content, experiential deliver proof on your promise?Wondering if your brand delivers proof on its promise? Is your brands mission and promise felt by people? Have you thought about this recently? If not, take a few minutes to answer these six questions:If youre still skeptical about whether consumers would agree with your brands internal assessment of itself, reach out to become part of the Experienc