We know there’s a high correlation between a brand’s customer experience score and its sales. But what, exactly, do market-leading travel brands like Expedia and Marriott do differently than their competitors to win the position of “favorite” in customers’ hearts? In Q1’17, Signal and Digital Ascendant conducted a survey of consumers to find out.
When asked what their favorites do better than other brands, consumers put their functional needs first, citing the importance of friction-free experiences across computers, mobile devices and physical locations. But emotional factors also came into play, as shoppers revealed how their favorite brands make them feel understood, valued and rewarded.
Consumers also told us how they reward their favorite brands with both words and dollars, and what has driven them to drop brands from consideration.