Adapted advice from the Experience This! podcast with Joey Coleman and Dan Gingiss.
A living brand customer experience “lives” within an ecosystem of customers and adapts their behaviors in real time based on context. In episode 37 of Experience This!, a customer experience podcast series, hosts and CX experts Joey Coleman and Dan Gingiss discuss why people are now expecting this type of experience: a more human, immediate, seamless, and responsive relationship with brands.
Joey and Dan specifically focus on an express article from CMO.com, “Inside the Living Brand Experience” by Tali Krakowsky and Jorge Aguilar. The article states, “With the living brand, relevance trumps consistency; the brand shifts and adjusts in the quest for individual relevancy, explicitly at the expense of being consistent. A living brand is continuously testing its approach and optimizing it in real time.” Here are four ways that make living brands flourish among other experiences.
Living brands are hyper-personalized
Living brands are designed specifically to make each individual feel personalized. An example of a successful brand is TurboTax. It imports an individual’s data from last year and asks very quick questions if anything has changed in their life. This helps make filing taxes incredibly easy and personalized.
Living brands are contextual
By being contextual, living brands are shifting how they act, feel, and look according to the environment. A great example is YouTube and how it adapts the content based on the user context. It even has family-friendly content on it, so you know if your kids are within YouTubeKids, they will not come across content that they shouldn’t be exposed to.
Living brands are intelligent
Living brands are in learning mode all of the time, meaning they use this knowledge to inform how they think, act, and engage with consumers. An example that Krakowsky and Aguilar mention is Netflix, which learns their users viewing habits and then makes new recommendations based off of them. It also uses these habits to create original content. For example, the company famously contracted “House of Cards” because it knew a plethora of users streamed “The Social Network,” which was directed by “House of Cards” producer/director David Fincher.
Living brands are continuous
Living brands are paying attention to a digital pulse. They are maintaining ongoing conversations with customers. Marriott is an example of a company with an interesting program called Li Yu which helps Chinese tourists that are traveling outside of China feel at home wherever they go. The program uses WeChat for tourists to engage with the concierge who can help in Chinese with whatever the tourist needs, allowing them to feel more connected outside their home country.
To learn more about creating a living brand customer experience and other CX lessons from Episode 37 of Experience This, listen to the full episode.