Brand communication is all about the speed and clarity with which a company communicates with customers at all stages of the fulfillment process. Each communication is an opportunity to build a relationship or sustain a relationship, and reinforce their brand personality.
In 2016, the Excellence in Customer Experience awards from Multichannel Merchant, unveiled at Operations Summit, recognized leading companies that use brand communication to great advantage. These companies all create a consistent voice and messaging that reflects who they are and what they stand for in the marketplace.
In this category, the stream of email communications was evaluated for timeliness, the information provided and how well they reflected the brand. The 2016 finalists in this category, determined based on data from Radial’s SmartHub unit, were Levi Strauss, The Limited, Walt Disney and Nine West.
And the winner is … Levi Strauss.
WHY LEVI STRAUSS WON: The venerable blue jeans retailer sent more than that the standard email communications. Besides order, shipping and delivery confirmations, Levi Strauss continued to communicate with customers with follow-up messages offering different reasons for customers to interact with the company. Among the post-delivery emails received were an opportunity to review the product purchased and coupons for a future order.
All emails were alive with the Levi Strauss personality, with eye-catching images of happy models wearing Levi’s and clear calls to action.
IDEA TO STEAL: Keep the communication with the customer going. Send an extra thank you with an offer or a reminder to review the product. And make sure your brand personality is reflected in every touchpoint you have with your customers.