To attract consumers and cultivate a loyal following, brands need to adopt a value-driven approach to the customer experience

Cultivating confident and loyal consumers in the digital age is dependent entirely on eliminating hassle. As evidenced with digital disruptors like Casper’s “fold em’ and deliver em’” mattresses or the lifestyle musings of Away’s expertly crafted luggage, today’s successful brands are identifying what makes their customers tick, and transcending their immediate needs. In many ways, these brands are expertly creating their own microcosmic culture—one where the combined appeal of convenience, luxury and knowledge is at arm’s reach, all thanks to a brand’s expertise.

When we ask ourselves what attracts customers—both at the checkout line and well beyond—we think of a purpose-driven approach. Although this encompasses social responsibility (a crucial influencer of millennial and Gen Z audiences), it also means that a product, service and brand ecosystem is entirely value-driven—from supply chain logistics to a product’s everyday use.

While this is a lofty task for any industry associate, brands only need to look to their own unique offerings, vision and culture to inspire, engage and win customers for a lifetime. These new initiatives require that brands shift their mindset about the customer relationship and consider how they can elevate them as individuals and as a broader community.

The following is an excerpt from PSFK's Customer Experience Playbook, a how-to guide that outlines how brands can transform the customer experience by engaging their audiences in purpose-driven campaigns, products and brand experiences that will sustain consumer interest and gain long-term loyalty. Become a PSFK Premium Member to download the full report today!

Key Drivers For Customer Experience Innovation

From Competitive To Collaborative Spirit
Brands with similar values are teaming up to give consumers the best of what everyone has to offer. Collaborative events, promotions and activations combine the reach and resources of all participants to introduce customers to new products and ideas, and provide an all-encompassing lifestyle experience. Instead of competing for their share of markets and minds, brands have an opportunity to form mutually beneficial partnerships and add value for the consumer every step of the way.

Lead Image: Metropolitan Transit Authority | CC | Image altered