Your customer's brand experience is enhanced or undermined by every contact they have with your brand. Brand experience is built over time. It's the product of a range of interactions and engagements – everything from picking your product up in store, to seeing your latest promotional campaign.

Why is measuring it important?

Measuring your customers' brand experience after each interaction or engagement is important so you can quickly find out what you're doing right, and pinpoint areas that need improving. It's all about optimising your brand experience.

If you want to build your reputation and your customers' rates of repeat and referral, you need to be monitoring your brand experience on an ongoing basis - and then utilise this information to make improvements where your brand experience is not performing against objectives.