Post on 31-Dec-2015
+Executive SummaryBrand Overview
Purpose
Represent brand(s) that do/do not provide an excellent customer experience.
Basis of Perspective
Customer Satisfaction• Numerical Support• Data (Charts, Graphs,
Tables)
DefinitionBrand: The process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme.
Branding• Significant Presence• Attracts & Retains Loyal
Customers• Tangible/Intangible Attribute• Psycho-Sociology
Variations• Businesses• Firms• Universities• Hospitals• Celebrities
+Wal-Mart
Summary • Fails
• Provide Excellent Customer Experience
BrandRanked No. 1• “Worst Customer Satisfaction
Ratings for 2013” • Performance
• “Worse than Average”
ASCI Rankings of Department and Discount Retailers• Ranked 71• 7th year• Lowest Score
“A decade of low customer satisfaction ratings demonstrates that low price does not does compensate for quality,” writes ACSI in its report, “neither in merchandise nor in service.”
+Emirates Airlines
BrandRanked No. 1• 2013 World Airline Awards• World’s Best Airlines
• Top 100
Attributes• Aesthetics
• Luxury Feel• Entertainment
• Buffet• Bar• Shower
• Innovative
SummaryAchieves overall customer experience & satisfaction.
+Disney Cruise Line
BrandCustomer Satisfaction Score• J.D. Power Report• 871 on a 1,000 point scale• Average (824)
• Significantly higher
Brand Relevance• Renowned worldwide• Strong Reputation
• Financial Performance• Social Responsibility• Leadership
SummarySucceeds• Excellent Customer Experience