Pearl Maclang "How Customer Journey Enhances Branding"

How Branding & Customer Experience

Go Hand in HandPearl Peralta-Maclang

Marco Polo Davao

The Brand˗ makes the promise.˗ creates expectations.˗ sets the boundaries and rules.˗ sets the tone of the interactions.˗ stylist of the relationship, uses symbols or

logos to communicate and convey meanings.

The Experience˗ builds the relationship through journeys,

touchpoints, interactions.˗ not about systematizing service process that

appears to be a transaction.

The Relationship

“The Brand cannot live without the Experience.”

“Experience cannot exist without the products or employees who deliver it.”

Status of the Relationship

“It’s complicated.”

Status of the Relationship• The Experience does not always agree with

what the Brand promises, or may not even be aware of the promises made.• Communication is key.

What? Brand PromiseHow? Experience Delivery

• Harmony is essential to Engage and Build a meaningful relationship.

Brand Culture with Customer in Mind1. Brand Culture is critical.

˗ The voice of the company and employees play an important role.

˗ Aligned with the corporate culture.˗ Examples

• Embodiment of Asian warmth and Western comfort.• This blend conjures an unforgettable experience for

every guest.

“Journey Beyond”

• Marco Polo Davao – “The Heart of Davao”

• Marco Polo Plaza Cebu – “Cebu City’s Finest”

• Marco Polo Ortigas Manila – “Meaningful Journeys Begin at Marco Polo Ortigas Manila”

• Five-star luxury hotels in premier city addresses.• Shangri-La Resorts offer travellers a relaxing and

engaging vacation in some of the world’s most exotic destinations.

“Legendary Hospitality”

• Makati Shangri-La Manila – “Grandeur and Elegance in the Heart of Makati”

• Shangri-La at The Fort Manila – “Dynamic Luxury for the Contemporary Lifestyle”

• Edsa Shangri-La Manila – “An Urban Retreat”

• Casual atmosphere where you can be yourself.• Family and kid-friendly.• The perfect mix of business and pleasure for

today’s comfort-seeking traveller.• Offers customized packages based on reason for

travel.

“Stay You”

• Brand DNA – playful, alluring, refined, savvy, elegant• Crimson Resort and Spa – “Experience that lingers

long after your stay”• Crimson Hotel Filinvest City Manila – “Elegance has

a new expression”

“Creating Unforgettable Moments of Heart-felt Filipino Service”

• Known for the use of proprietary data and advanced technology to personalize service and make guests feel cared for.• Surprise and delight guests – Caring Experience

“We care for our associates so they can be their best.”

• Positioned as second-tier service apartment.• Distinct customer experience anchored on the size

of rooms with features that cater specifically to long-staying guests.

“Room to Refresh”

• Pioneering boutique brand in the Philippines for discerning leisure travelers.• The Brand Personified

“Henry” is the gracious host. He is worldly, with a passion for arts and culture. He is sophisticated, witty and quirky, and loves gourmet comfort food.

• Branded service – personal, familiar, feel-at-home general feeling

“like no other”

Brand Culture with Customer in Mind2. Prompt response is vital.

˗ Example: Meeting Success Program of

“A two-hour response time to meeting inquiries, followed by a detailed proposal within 24 hours”

˗ A quick and sincere response is essential, and so are consistency and thoughtful consideration. Failure risks compromising the relationship.

Brand Culture with Customer in Mind3. Personalization is a must.

˗ Feedback˗ Special gifts with personalized notes˗ Incentiveswill go a long way in creating emotional connections with guests.

4. Flexibility is importantin addressing the changing needs and wants of customers.

Brand Culture with Customer in Mind5. Respect for the Customer should be a

given.

“Customers are not always right, but they deserve to be respected always.”

Successful Customer Experience = Business Success

Some Final Thoughts• Brands evoke emotions. Personal customer

experiences are embedded into customer’s memories and aspirations.• Brands that stay true to their promises and

actively engage their customers will capture hearts & minds, earn trust & loyalty, and command a premium.• People are at the center of the brand

promise.

Some Final Thoughts• A brand is a concept, a feeling, a differentiating

promise kept in the minds of customers.•Meaningful customer experiences through

brand touchpoints are embedded into memories and aspirations.• Guests look for something different, something

that reflects their lifestyle. Not just a place to stay, but a rewarding experience.

Some Final Thoughts• Branding is not about being better. It’s about

being different.• Branding is not just another expense item.

It’s a focal point in creating and delivering customer experience.

Thank You!