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Launching a successful customer experience programme—Branding your programme

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Getting your customer experience (CX) programme off the ground and on-track for success requires a team effort. And getting everyone on board means making the programme fit seamlessly into the rest of your overall brand strategy. Branding your programme helps establish its place in your organization’s strategies and priorities—and makes it easier for your team to put it into action.

That means positioning it to your employees and your customers in a way that’s consistent with your company’s values and brand image. A well-branded programme can help you:

  • Position the programme launch as a turning point in your CX strategy
  • Affirm the programme’s importance as a company-wide initiative
  • Demonstrate to customers that their feedback is important—and you’re committed to improving their experience

Branded inside + out

When your programme acts as a true extension of your existing brand strategy, engagement is easier for employees and customers alike. Customising your programme to work within the structure of your organisation makes it easy for employees to understand how the programme fits the business, and how their specific role supports it. Instead of feeling like an added responsibility, a branded programme feels like a tool that can help them do their jobs better—which ultimately means serving customers and driving loyalty and growth.

Branding your programme means:

  • Giving it an easily-identifiable name that fits your overall brand strategy
  • Creating store signage that resonates both internally and externally
  • Training and educating employees
  • Communicating it to and engaging your customers

Your CX programme should embody your brand’s commitment to creating better experiences for your customers and your employees alike. Giving it a name and a face that reflects your company culture is the best way to ensure a friction-free rollout and garner engagement on both sides of the register.

How our clients do it

Our restaurant client Firehouse Subs has a clear theme established throughout their entire brand strategy. With a firefighting-focused history, they knew their CX programme had to match. They kicked off their efforts with a naming contest to give the program a brand that paralleled their strong existing culture. The winning title? The Excellence Monitoring System—or EMS. Giving the employees a chance to be part of the rollout, and making the look and feel consistent with the rest of the brand, helped position the programme as a tool employees can use to do their jobs better and make a real impact on the business.


One of our UK clients, Pets at Home, worked with SMG to build a survey based around the brand’s existing business strategy. That targeted approach to gathering insights, combined with comprehensive signage and training throughout the store during and after programme launch, set Pets at Home on a clear path for success. Combining these two strategies established the programme as a real and tangible part of the organisation—which made it easy for employees to execute and engage. Below are some examples of the variety of branded materials they used to help get everyone on board.


Bottom line

A programme that fits seamlessly into your existing brand strategy and company culture is critical for buy-in from your employees and customers alike. Firehouse Subs and Pets at Home are two great examples of brands who built their programmes with an intentional and consistent look and feel—and results that make real improvements on their customer’s experiences. After all, that’s the goal for any successful CX programme—getting great feedback that leads to insights and action.

Find out more about what steps your brand should take to ensure success and sustainability when launching a CX programme. Download the full best practice guide here.

Jim Sellers
Director, Client Insights