Call them rituals, ceremonies, habits … associating a brand with a set behaviour can have a powerful effect on loyalty and enjoyment.
Brands are quick to identify customer experience as an area of critical success for them. Yet too often those responsible for frontline service delivery lack the authority or the experience to fully act in the interests of those customers.
It seems everywhere I look in the marketing press these days, someone is advocating the need for brands to deliver experiences. But not everyone can or should deliver a formatted experience, and, equally, some brands would quickly wither if they didn’t.