Short excerpt from a YouTube video by James Laughlin arguing that customer experience effectively is the brand: regardless of company size, a negative buying or consideration experience will deter purchases and lead to negative word-of-mouth.
I think one thing we have to realize is that the experience that the customer receives is your brand so you can have a great product. And I don't care if you have a 12 person company or a 40,000 person company. If that customer receives an experience in buying your product or looking at your product or considering it, they receive an experience that they feel is really disappointing, is really negative. They will not only be unhappy with that experience, but they will not buy your product and they will tell other people not to buy your product. So you have to realize your experience is your brand in the eyes and the hearts of your customers.
