Our second main session speaker at The Conference Board CEM conference is Eugenio Mendez, Global Group Brand Manager for Coca-Cola Zero. Did you know that just after 2 years since its introduction, Coca-Cola Zero is now present in more than 60 countries and is generating nearly $4 billion USD for Coca-Cola?
From a customer experience standpoint, one of Eugenio's points that stands out for me is the fact that Coca-Cola understands there are more than ten different categories of drinking purposes...drinking because we are thirsty is only one and the most basic. These purposes represent different customer experience situations that Coca-Cola has clearly thought deeply about.
The company has also done its homework with research (a.k.a. a fact base) to understand how to connect emotionally with consumers, which is at the heart (pun intended) of Coca-Cola's strategy for managing what the Coca-Cola experience is all about.
The ROI for creating "brand love" is huge: consumers who exhibit brand love consume 20% more Coca-Cola products that consumers who are merely aware of the brand.
Nice, and thanks for sharing this info with us.Good Luck!
Posted by: Timberland Boots UK | 28 November 2011 at 04:31