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Enhancing Brand and Customer Experience

How do I leverage my brand to deliver a strong customer experience?

A great brand captures the essence of an organization and acts as a system of meaning and values that guides strategic decisions and everyday behavior for employees. However, for many organizations, the brand can become muddled, thus creating an inconsistent and frustrating customer experience. SiriusDecisions empowers B2B marketers to support the creation of an inspiring brand, resulting in strong customer engagement throughout all phases of the post-sale lifecycle.

What Our Clients Say

“It’s critical to understand how your brand is perceived by customers of the acquired brand before taking action.”


Marty Dauer, Chief Marketing and Communications Officer, Duff & Phelps

SiriusDecisions helped Duff & Phelps execute an orderly brand transition and smooth customer experience after two acquisitions.

Read client story here
Faster-growing organizations are 23 percent more likely to have increased investment in customer experience this year and to spend an average of 27 percent more on branding per product offering.<br /><br />&ndash;The SiriusDecisions Command Center®

Let Our Research and Advice Guide You

Identifying and focusing on the right priorities is vital to the success of this type of transformation. These areas of focus are the building blocks of successful implementation. Here are our recommended initial priorities for this transformation:

Marketing Value

Brand Experience

Customer Lifecycle and Retention

Key Issues

Issue One

Are you struggling with connecting pre- and post-sales brand experiences so the buyer's journey and customer's journey are holistic and not disjointed paths?

Issue Two

Do you incorporate customer inputs and feedback into your organization’s brand development and campaigns in a systematic manner?

Issue Three

Do new employees know how to accurately reflect the brand? Are employees who interface with customers certified on the type of brand experience they should be delivering during their interactions?

Desired Outcomes

An increase in customer advocacy which propels cross-sell, upsell and retention




The creation of a more authentic, audience-centric brand




Aligning and interlocking your organization’s brand management and customer marketing functions




Enhancing Brand and Customer Experience

We Can Help

SiriusDecisions helps clients solve their business challenges through a retainer-based subscription to B2B research with access to benchmark data and experienced practitioners. In the context of this transformation, we suggest supplementing your subscription with onsite strategy sessions and workshops. We start with an assessment of your organization’s capabilities and readiness, then provide integrated consulting and workshops that accelerate adoption and transfer knowledge throughout your organization.

Customer Marketing Basics Workshop