Scott K. Henderson Senior Manager, Brand Experience

Luminex Corporation shenderson@luminexcorp.com

Building Loyalty Through Brand Experience

What is a Brand Experience?

•Describes the total impression a brand has on a potential consumer

•Refers to the total experience of the brand

What is a Brand Experience?

Who Creates Effective Brand Experiences

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Even in commoditized markets, customer loyalty is driven by brand experiences

Are Brand Experiences Possible in Healthcare?

Start Inside• Begin with internal ambassadors who believe in the company’s brand promise

• Not only for customer facing employees - Brand Experience belongs to everyone

• Create tools based on roles & responsibilities

Importance of Internal Alignment

70%41%68%

Customers leave because of poor

employee attitude1

1. Tarkington & Buxton, Study of the US Banking Sector, Journal of Applied Psychology 2. MCA Brand Ambassador Benchmark 3. Ken Irons, Market Leader

Customers are loyal because of

positive employee attitude2

Brand perception is determined by experiences

with people3

Applying Brand Experience to the Customer Journey

Brand Experience & The Customer Journey

Awareness Education Consideration Purchase Implement Support Evangelize

Awareness

Consideration Purchase Implement Support EvangelizeEducation

• Develop content that positions your brand as a resource and raises awareness for challenges facing the customer

• Make it known that your brand genuinely understands their challenges and is working to create new solutions

• For novel products, this may be the first time the problem is being given attention so it will need more lead time

Awareness

Education

Consideration Purchase Implement Support Evangelize

• Make it easy to find information on your product

• Content should differentiate and also tell your brand story

• Make it is sharable, compelling, and interesting

• Should result in customers question competitive solutions

EducationAwareness Purchase Implement Support Evangelize

Consideration

• Sales people should be trained to listen and provide solutions

• Provide tools that help your customer sell internally

• Create an opportunity to evaluate your product before purchasing

• Connect with other KOLs for peer to peer discussion

ConsiderationAwareness Implement Support EvangelizeEducation

Purchase• Make it easy to buy

• Internal customer advocate to streamline the process

• Ensure product shipment is on time

PurchaseConsiderationAwareness Support EvangelizeEducation

Implement

• Engage the customer after the transaction

• Provide extensive training to all people necessary

• Create online tutorials that help further customer education

ImplementPurchaseConsiderationAwareness EvangelizeEducation

Support

• Build trust in your ability to fix their problem

• Subject matter experts for all potential scenarios

• Provide portal for sincere feedback that is shared internally

SupportImplementPurchaseConsiderationAwareness Education

Evangelize

• Provide opportunities to share experiences (Ad Boards, VIP visits)

• Connect employees and Customers

• Future product development strategies, clinical trial sites, etc.

• Engage internal employees to act as customer advocates

• Consistently provide value and expertise

• Deliver on promises

Brand Experiences Can Drive Loyalty

SupportImplementPurchaseConsiderationAwareness Education Evangelize

11% Before I

Buy

49% 1st Purchase / Begin Service

40% When Resolving

an Issue1%

When considering competitors

Source: 2012 Brand Loyalty Survey, Conducted by ClickFox

When is The Most Critical Time For a Company to Gain Loyalty

• Sincere appreciation for the customer

• Differentiate in how customers can engage with your brand

• Listen and respond to the needs and critiques

• Deliver sustained value throughout the relationship to establish a high level of trust

Keys to Building Loyalty Through Brand Experience

Thank You

shenderson@luminexcorp.com