4
Great customer experiences strongly reflect the customer’s identity
Our beliefs and values play a decisive role in our behaviour as customers and those experiences that reinforce our self-image and resonate with our personal values leave us feeling good about our decisions, while those brands that clearly stand for something engender much stronger loyalty. This chapter will show you where our beliefs and values come from, how they drive consumption and how you can make sure that the experience accurately reflects the customer’s identity. This is how to get the experience right at a brand level.
People do not build their beliefs on a foundation of reason. They begin with certain beliefs, then find reasons to justify them. EUGENE P. WIGNER ...
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