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Brand and Customer Experience

Brands are under pressure to develop emotional connections and relationships with consumers and business decision makers.

Success relies on delivering experiences that resonate with our clients’ target audience(s), across every experience point that consumers have with a brand, products or services.

We help our clients enhance their brand and customer relationships by analyzing and optimizing the emotional imprint – the customer experiences that drive immediate purchase decisions, as well as long-term connections. And we provide this at local, regional, or global level.

Our brand and customer experience (BaCE for short) research addresses the many touchpoints across the customer journey, creating lasting emotional conne

Eric Villain
Eric Villain
North America
+1 646 267 2382
Success Stories
  • Using guest feedback to improve the customer experience

    Using guest feedback to improve the customer experience

    01.12.2015

    GfK works closely with a leading hotel group to measure guest feedback and drive consistently great customer experiences through its properties across the globe.

    This leading hotel group is one of the largest in the world and has received numerous awards for demonstrating innovation and an extraordinary level of service.

    Situation

    This leading hotel group aims to:

    • have high-quality dialogue with its guests
    • bring relevant and current data and analyses to its hotel operators so they can use it to improve the guest experience

    These goals demand that the hotelier extends the gathering of feedback beyond the traditional mechanism of surveys to include social listening intelligence from channels such as web reviews and social media.

    Approach

    We partnered with the hotel group to power its new guest experience program.
    The hotelier uses our GfK Echo solution to gather guest feedback in real-time from numerous sources, including guest survey results, property audits and guest reviews from websites.

    Outcome

    The hotel group now has a guest experience tool that gives it:

    • a structured way of capturing feedback from the day guests arrive at a property, in the form and channel in which they prefer to provide it
    • the ability to view feedback from multiple channels on a single dashboard
    • a means to distribute actionable customer experience information to employees and managers at each hotel

    Click here to download the success story.

  • Enhancing brand performance in the US luxury auto market

    Enhancing brand performance in the US luxury auto market

    12.11.2015

    GfK researched one of Europe’s major auto manufacturers to determine the strength of its brand relationships with customers in the United States.

    A large European auto manufacturer that focuses on the luxury segment.

    Situation

    This company has improved the perception of its product and brand in the US market over the past few years and is establishing itself as a serious alternative for premium car buyers. Though our client’s brand equity and sales are steadily growing in the US, we conducted research around ways our client could further strengthen its performance.

    Approach

    We analyzed the auto manufacturer’s market impact using our Brand Vivo methodology – an approach that provides insight into consumer-brand relationships.

    Outcome

    The research showed the client is lagging the market leaders in consideration, familiarity and buying intention. We found that the automaker’s relationships with a high share of consumers in its target market were weak. Thus, to increase long-term brand success in the US, we recommended that the client:

    • evaluate current communications to ensure it had strong “personal fit” and “fun to drive”
      messaging
    • monitor social media buzz and take actions to encourage website visits
    • ensure relevant distribution of service centers.

    Click here to download the success story.

  • Improving market impact by testing brand strength

    Improving market impact by testing brand strength

    28.06.2016

    We helped our client understand ways of improving its brand relationships with its target audience.

    Situation

    This client is a significant player in the market for compact, stylish and fuel-efficient city cars. It wished to learn more about how consumers relate to its brand and how to create a deeper emotional bond between customers and its brand. The manufacturer also wanted to assess the customer-brand relationship and the performance of a new model.

    Approach

    We employed our customer-brand relationship (CBR) framework in Germany to investigate how strong and positive consumers’ connections were with our client’s compact car. We also benchmarked the manufacturer’s brand relationships with its customers against those of its category competitors.

    Outcome

    Our research found that the auto company enjoyed strong relationships with 38% of consumers, while its top two competitors had strong connections with 46% and 47% ofcustomers respectively. Additionally, its brand had the highest share of negative relationships with consumers at 11%. Taking these findings into consideration, we were able to propose ways our client could improve its brand impact in the market, such as leveraging its joy of life attributes to increase brand equity and catch up with its competitors.

    Click here to download our success story (short version)

    Click here to download our success story (long version)

  • Validating and rebuilding retail assumptions for a pharma leader

    Validating and rebuilding retail assumptions for a pharma leader

    24.06.2016

    Our research gives our client insight into the “moment of truth” in antidiarrheal drug purchases.

    Situation

    The company was facing major competition from cheaper alternatives, especially generic versions of the drug. It suspected that its marketing campaigns were also benefitting its rivals by creating shopper interest in over-the-counter antidiarrheal medicines. The organization asked us to investigate.

    Approach

    The pharma manufacturer wanted to understand the “moment of truth” in the shopping experience – when a customer decides which brand to buy. Our methodology explored the behaviors of both protagonists in this event: the store sales representative and the shopper.

    We went on shop-along expeditions with consumers and interviewed them face to face toget a qualitative understanding of their behavior. We also did a quantitative, web-based study to measure the drivers of their actions. Then, we initiated mystery shopping to understand the actions of the pharmacy attendants.

    Outcome

    Our findings showed the client that many of its assumptions about the behavior of the shop clerks and shoppers were not accurate. This gave it insights that it could use to optimize marketing to consumers and merchandizing through the trade.

    The company had quantifiable data to drive its decisions and could use it to invest in brand communications and point of sales activation.

    Click here to download our success story (short version)

    Click here to download our success story (long version)

Related Products for Brand and Customer Experience

Latest insights

Here you can find the latest insights for Brand and customer experience. View all insights

    • 12/01/15
    • Travel and Hospitality
    • Brand and Customer Experience
    • Canada
    • English

    Using guest feedback to improve the customer experience

    We partnered with the hotel group to power its new guest experience program. The hotelier uses our GfK Echo solution to gather guest feedback in real-time from numerous sources, including guest survey results, property audits and guest reviews from websites. <dir><dir><dir><dir><dir><dir><dir><dir><dir><dir><dir><dir><dir><dir></dir> </dir> </dir> </dir> </dir> </dir> </dir> </dir> </dir> </dir> </dir> </dir> </dir> </dir>
    • 11/12/15
    • Automotive
    • Brand and Customer Experience
    • Canada
    • English

    Enhancing brand performance in the US luxury auto market

    We analyzed the auto manufacturer’s market impact using our Brand Vivo methodology – an approach that provides insight into consumer-brand relationships.
    • 06/28/16
    • Automotive
    • Brand and Customer Experience
    • Global
    • English

    Improving market impact by testing brand strength

    We helped our client understand ways of improving its brand relationships with its target audience.
    • 06/27/16
    • Brand and Customer Experience
    • GfK Digital Ad Pulse
    • Global
    • English

    Beyond click-through rates: Assessing emotional imprint

    The dilemma of dual packaging: Finding an approach that works both online and in-store.
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Eric Villain
Eric Villain
North America
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