Too many product companies, especially those that don’t sell directly to end-users, don’t think as rigorously about customer experience – and how it can represent a powerful differentiating benefit for both brand and customer.
Enter home-cleaning products company Method, now a $200MM+ business started in the late 1990’s. One of the keys to their success, explained by the cofounders, “was zeroing in on the abysmal experience associated with so many home cleansers.”
What Method does exceedingly well is align their sensory experience to their customer’s like-minded value for “the love of clean.” Clean designs appeal to our aesthetic sense, formulas let us actually feel clean, and fragrances make a room smell beautiful — not like bleach.
They also add touch experiences with packaging that is organic in shape and include interesting materials that invite touch. It all adds up to a uniquely branded (dramatically different) experience that elevates the chore of cleaning and helps method stand out from others given their actions that actually follow from their beliefs.
Most product companies, particularly those sold indirectly to consumers, tend to focus on functional differentiation. But the real way consumers think and act is through emotion. Witness studies by Forrester that have shown that brands that distinguish themselves on emotional attributes can capture 60 percent greater loyalty.
You can read the full booz & co. Strategy & Business article here about Method – Bottling The Customer Experience.