Your brand promise
Meeting customer expectations with an omnichannel strategy
While a short statement, a brand promise is an integral part of the brand’s overall strategy as it sets customer expectations for what to expect when interacting with it. This expectation-setting is achieved by a catchy phrase/slogan like BMW’s “The ultimate driving machine” or Apple’s “Think different”, which shape the audience's perception of the brand. But, it’s more than just a tagline; it’s an extension of the brand's position and must be communicated implicitly through all channels (e.g., social media, ads, sales representatives, use cases, customer stories). Consistency in delivering on the brand promise is the foundation for building trust with the life sciences’ customer.
In the life sciences industry, trust is particularly important since brand promises can impact people's quality of life and overall health outcomes. To maintain credibility, brands must provide evidence-based brand statements that project confidence in their ability to deliver on their promise.
Every interaction with a brand, from the first advertisement seen in print to the direct interaction via apps, influences and shapes their perception and trust in the brand. Therefore, an omnichannel approach is crucial for fulfilling the brand promise and setting customer expectations.
Life sciences companies define their purpose or why through their mission, vision, and values, while their products and customer experience embody their offerings or the what. However, the how of delivering an exceptional customer experience is critical to success. Employing an omnichannel approach to customer experience enables life sciences companies to fully realize the potential of their mission and offerings
As consumer expectations evolve, omnichannel experiences have become the norm across all industries. Customers expect consistency and become frustrated with repetitive interactions. Embracing an omnichannel approach is essential for life science companies to deliver on their brand promise, build customer loyalty, and remain competitive.
By adopting an omnichannel approach, life sciences companies can bring their brand promises to life in every customer interaction. Consistent messaging and experiences across all channels help to build trust and improve customer satisfaction, ultimately leading to increased customer retention.
