Why Are Companies So Bad at Corporate Identity?
Interact RDT - A Customer Experience & Market Research Blog
by Interact RDT
2y ago
In our last article, we talked about a couple of examples of brands making huge missteps with their corporate identities. One would think that large, well-established brands would know better than to make such mistakes, but as it turns out, many brands are simply bad at establishing a corporate identity. One of the reasons for this is that many companies don’t bother to build corporate identities (CI). Beyond getting a logo designed (or sometimes doing it themselves!) they give little thought to corporate identity, and sort of just let it develop itself. This is a huge mistake, but corporate i ..read more
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Brand Identity – How To Get It Right
Interact RDT - A Customer Experience & Market Research Blog
by Interact RDT
2y ago
Whether you’re in the process of developing your brand or corporate identity (CI), you already know how easy it is to get it wrong. Possibly because you’ve not researched the audience you’re crafting an identity to serve, or because your brand is not consistently living up to the corporate identity its meant to have been built around. So, the question is – since so many brands manage to make mistakes when it comes to their corporate identities, how do you make sure you’re not one of them? Corporate Identity Is About More Than Just “Look And Feel” When most business decision-makers think about ..read more
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The Complete Guide To Getting Started With Personas
Interact RDT - A Customer Experience & Market Research Blog
by Yaelb
2y ago
Creating personas is the foundation to driving real results for business, brand, and marketing. While personas are a key component of business growth, brand experience, and customer experience, designing them is often challenging and not always successful. With that is mind, here is our complete guide to getting started and successfully designing focused relevant personas. What is a persona? A Persona is a fictional, but realistic representation of a segment or group of your customers that display similar behavioural and/or attitudinal trends towards your product, brand, or industry. Generally ..read more
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Are Your Personas Failing? Here are some ideas why.
Interact RDT - A Customer Experience & Market Research Blog
by Interact RDT
2y ago
A great deal has been written and documented about personas. When done correctly, personas present you with a better understanding of who your customer or audience is and what their needs are. In this way, you can design your marketing message, product, user-interface and customer experience more efficiently to better serve these essential stakeholders and reap the benefits of customer loyalty and return on investment. But designing personas has its challenges and, when not executed correctly, personas often fail. A Flawed Idea While there are those that argue in favour of personas, some feel ..read more
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Heritage and Brand Identity
Interact RDT - A Customer Experience & Market Research Blog
by Interact RDT
2y ago
With the braai fires dying down from Heritage Day here in South Africa, and with Heritage Month almost behind us, we at Interact RDT wanted to take a moment to talk about an element of corporate identity that doesn’t get enough attention: heritage branding. What is Heritage Branding? You may not have heard of heritage branding, but you have certainly seen it – and you might even use it in one form or another. For example, every aspect of a brand experience that leans on that brand’s history, or calls back to the long-distant year it was established, they are using a form of heritage branding ..read more
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Persona vs Archetype: Making Sense of the Similarities and the differences
Interact RDT - A Customer Experience & Market Research Blog
by Interact RDT
2y ago
With Women’s Month upon us, the topic of buyer personas recently came up around the Interact RDT office, as it has with a number of our clients over the years. This is not uncommon in communications, consumer research, and marketing circles, and it doesn’t require Women’s Month to bring it to the fore. But what we’ve started to notice when buyer personas come up, is how often the word “archetype” is introduced to the discussion – invariably being used both interchangeably with persona and as its own independent concept. As you can imagine, this sort of imprecise communication, especially in a ..read more
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The right EX metrics: EX is not soft. Some of it is actually rock-hard.
Interact RDT - A Customer Experience & Market Research Blog
by Interact RDT
2y ago
Challenging what EX means to companies – starting with how we measure it. For customer experience to be next-level, one of the most important things a business must have in place is a happy and engaged workforce. You know this already, right? If your people are well cared for by leaders at all levels – if employee experience is the first priority of the business – then everything’s on the up and up. Are you nodding? Good. But… How quickly can you: · define what employee experience is as it relates to your organisation; · identify what your employees think it is; and · list the metrics – again ..read more
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Map The Customer Journey Or Be Left Behind
Interact RDT - A Customer Experience & Market Research Blog
by Interact RDT
2y ago
Too often, organisations view the customer journey map as a static product of the marketing department. Something that’s created, mailed to all stakeholders, and then serves as an ongoing and unchanging North Star; a gospel truth around which all customer-related assumptions can be built. But journey mapping truly is about the journey – the customer experience – and not the destination. Organisation-centric thinking motivates the desire for a neatly finished product – a closed case that can be acted on without further investigation. And because of this, journey mapping – once done, is often ti ..read more
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How social media is impacting consumerism
Interact RDT - A Customer Experience & Market Research Blog
by Interact RDT
2y ago
Bigger Voice = More power! Social media has brought about a change in the way that people connect to one another, by bridging time, and distance and creating virtual communities. Another keynote is the amount of power and the voice that social media platforms have given to consumers. People no longer rely on mainstream channels to voice complaints or to reach out to senior stakeholders to address matters with brands or organisations. With just a click of a button, a brand’s reputation could easily go south as negative consumer feedback can instantly go viral and be genuinely damaging. It is no ..read more
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Is Your CX BS?
Interact RDT - A Customer Experience & Market Research Blog
by Yaelb
2y ago
Aligning CX and Business Goals Business Objective or Better Sameness? Every business needs customers. Customer expectations are ever increasing. So, it’s not surprising that improving the customer experience remains a key business goal for 2022, with global spending on CX estimated to reach $640 billion (review42). The point to remember however, is that while we intentionally design experiences from the customers’ perspective, we also need to balance this with satisfying business goals and financial objectives. Furthermore, the experiences we create need to be innovative in order to be really ..read more
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