2019 The Customer Experience Brand | Jesse Derris, CEO, Derris

TL;DR

Brands need to prioritize customer experience as it is the key to success in the modern business landscape.

Transcript

hi everybody my name is Jessie Daris I am the CEO of Daris a brand consultancy with offices in New York and London I want to thank the not--and and Khosla for having me speak here it's a real honor I want to do the opposite of thanking them for having me speak after Bill Gates and Reed Hoffman it's seems slightly unfair so bear with me let's start ... Read More

Key Insights

• ❓ Customer experience is crucial for brands to capture and maintain the attention of customers in a saturated market.
• 🛰️ Direct-to-consumer brands rely heavily on digital channels to attract customers and tell their stories effectively.
• 🪛 Purpose-driven products, internal storytelling mechanisms, and consistent experiences across channels are essential for customer experience brands.
• 🤩 Authenticity and honesty in storytelling are key to building trust and resonating with customers.

Questions & Answers

Q: How did the speaker compare malls in the past to modern social networks?

The speaker highlighted how malls used to serve as a social gathering place and a platform for people to express themselves and engage with brands, much like social networks do today.

Q: What are the key attributes of a customer experience brand?

According to the speaker, customer experience brands should have a clear purpose, design products aligned with that purpose, create compelling product and brand stories, deliver consistent experiences across channels, and have a physical presence in addition to an online presence.

Q: How can B2B companies apply these principles?

B2B companies can still build customer experience brands by understanding their customers' emotional needs, aligning their products with those needs, and engaging in authentic storytelling that resonates with their audience. While the storytelling mechanism might differ, the core principles remain the same.

Q: How can brands ensure authenticity in their storytelling?

The speaker emphasizes the importance of starting from a place of honesty and remaining authentic as the brand scales. Brands should have open and honest dialogues with their customers, remaining true to their values and avoiding cynicism or insincerity.

Summary & Key Takeaways

• The speaker emphasizes that brands need to capture and maintain the attention of customers by telling compelling stories.

• Direct-to-consumer brands have to rely on digital channels, such as social media, to attract customers and tell their stories effectively.

• Customer experience brands must focus on creating purpose-driven products, building internal storytelling mechanisms, and delivering exceptional experiences both online and offline.