User Experience Design (UXD) Associate Consultant, Reynhardt Uys delivered insights gained over the course of his career at the Brand Equity and Customer Loyalty conference, which took place at Focus Rooms in Sunninghill on 25 March 2015. Uys, who joined BSG in 2014 as part of a team dedicated to establishing and maturing BSG’s internal UXD capability. He covered how digital is extending the reach and depth of brand experiences. He further added that while some work has taken place to establish digital brand guidelines, many companies have failed to fully appreciate the importance of matching their brand promise to a compelling user experience in digital channels. “This requires more than a style guide”, said Uys.
He explained how deep user research leads to clarity on experience drivers, both in context of meeting usability needs, as well as creating deep emotional engagement with users. Once these are mixed with target business goals and the brand promise and attributes, a truly compelling digital brand experience is generated that can drive customer loyalty.
The conference catered predominantly to marketing professionals and covered a number of topics from crafting digital experiences that drive customer loyalty and the consumer psychology model of brands to the importance of digital platforms for customer on-boarding and upselling and measuring brand equity.
In support of its commitment to being an enabler of fact-based, customer-centric change BSG has invested significant resources in the development and maturation of this capability. Everything that BSG does is underpinned by its belief that truly understanding who one’s customers are and the experience one wants them to have is fundamental to the success of any business process improvement programme.
Understanding of this critical capability, coupled with integrated delivery experience over silo-based delivery, affords BSG a unique position in the market, one that allows us to guide our clients in understanding their customers and their needs before launching complicated delivery programmes that provide minimal value to their customers. By matching capabilities to offerings and following an agile, build-measure-learn approach, we are able to formulate and manage the architectures required to support the work cells developed, thereby offering holistic end-to-end solutions designed to ensure that all elements developed align to existing frameworks within our client environments.
