The BEA provides a new tool to drive accountability in customer experience management.
More than 40% of the customer experience is linked to the ability of the brand to convey a sense of reliability, trust and security: all different aspects linked to the very brand essence.
This category investigate the most hedonistic dimension of people, by evaluating the brand’s ability to stimulate their amusement and pleasure.
This category determines the brand’s ability to establish a relationship with people, referring to the importance of making them living an engaging and memorable experience and to a sense of belonging and alignment behind a set of shared values.
This category is related to a sense of the value customer gets by investing their time and money into the relationship with the brand.
This is the only negative factor of the analysis. It measures the sense of regret of having interacted with a brand; failing to take action when problems occur can drive up to a 14% decrease in the BEA score.
©AKQA 2017
