Measurement Matters: From Brand Experience to Bottom Line

Connecting the dots between experience, behavior, and customer lifetime value

Do you make decisions based on fact or feeling?

If your choices are guided by “what feels right” you’re in good company. A growing body of research suggests that is how we’re wired: we analyze information to learn and understand, but we make many of our decisions based on emotion.

That’s why how we feel about our interactions with products and brands is so important. Our experience affects whether we make a repeat purchase, engage more deeply, or abandon a brand for one that better meets our needs.

Yet business leaders often fail to recognize the link between brand experience and financial performance. Believing that design and experience do not matter – or that customers won’t notice compromises – is a hidden trap.

Consumers do care.

And in this golden age of data and analytics, it surprises me that this relationship is not more widely appreciated. Organizations collectively spend billions of dollars building data warehouses to analyze sales, revenue, and profitability in nearly infinite…