{"id":9053,"date":"2025-08-18T01:10:23","date_gmt":"2025-08-18T05:10:23","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/08\/18\/how-creating-positive-customer-experiences-can-build-confidence-and-trust-for-brands\/"},"modified":"2025-08-20T03:56:01","modified_gmt":"2025-08-20T07:56:01","slug":"how-creating-positive-customer-experiences-can-build-confidence-and-trust-for-brands","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-creating-positive-customer-experiences-can-build-confidence-and-trust-for-brands\/9053\/","title":{"rendered":"How Creating Positive Customer Experiences Can Build Confidence and Trust for Brands"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By R. Larsson, Advertising Week<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Competition for both customer eyeballs and spend remains on an upward trajectory as wallets get squeezed and sectors continue to grow and become crowded. You can understand then why we are seeing an influx of new customer loyalty schemes from brands spanning sectors in an attempt to differentiate themselves and prove their value to customers. Asos, Gymshark and Raceways mark just three household names that have launched loyalty programs over the past month.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But given this sea of choice, the cut through and impact of loyalty schemes aren\u2019t guaranteed. And it can be tough to know if the investment your brand is making into your loyalty scheme truly has the potential to build loyalty, or if it will end up as another digital card that sits, unused, in a mobile wallet<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">With this in mind, we asked loyalty and customer experience experts for their thoughts on how brands can design their loyalty schemes to stand out and maximize the chance of a return on investment.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Jon Pollard, Head of Strategy, RAPP <\/strong><\/h2>\r\n\n<figure class=\"wp-block-image alignright size-medium\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2025\/08\/1-300x300.png\" alt=\"\" class=\"wp-image-9055\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/08\/1-300x300.png 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/08\/1-150x150.png 150w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/08\/1.png 512w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">It might sound like a clich\u00e9, but it\u2019s often forgotten: loyalty isn\u2019t something you do, it\u2019s something you feel. Too many brands focus on transactional loyalty \u2013 things like points, promotions and purchases &#8211; and not nearly enough on emotional connection. But that\u2019s where real, enduring loyalty lives.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The sweet spot lies in blending data precision with human empathy. Transactional data might tell you who, what, when and where, but understanding why someone engages with your brand unlocks deeper, more meaningful relationships. AI is already helping brands surface those insights faster, making interactions smarter and more timely.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But emotional loyalty goes further. It comes from understanding the broader context of your customers\u2019 lives, and then showing up at the right moment. Imagine, for example, being rewarded by a brand not just for what you buy, but for something you\u2019ve achieved, something that matters to you. That\u2019s not just a reward &#8211; it\u2019s recognition.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Suddenly, the brand becomes part of your lifestyle, not just a transaction. It creates space to be helpful, entertaining, supportive &#8211; and above all, relevant. In a noisy, offer-saturated world, that\u2019s a loyalty game-changer.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Riyad Mammadyarov, US Strategy Director, Elmwood<\/strong><\/h2>\r\n\n<figure class=\"wp-block-image alignright size-medium\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2025\/08\/2-300x300.png\" alt=\"\" class=\"wp-image-9056\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/08\/2-300x300.png 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/08\/2-150x150.png 150w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/08\/2.png 512w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">In today\u2019s increasingly fragmented and atomized world, customers seek brands they can trust implicitly and explicitly. It enables them to feel confident that the brand choice they are making is the right one for them. Whether that choice be as big as buying a new car or as little as picking out the right dishwashing soap, consumers are engaging with brands that don\u2019t just get the job done, but also drive strong emotional connections that make them feel seen and heard.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Brands of course have multiple levers they can pull to drive deeper resonance, trust, and confidence. But one of the most powerful, humanistic, and effective of them all are experiences, the tangible, delight-driven moments that stand the test of time for customers. Experiences, whether they be digital or physical, allow brands to imbed more deeply into the minds of consumers, driving loyalty and continued engagement. Brands that recognize the power of positive experiences are the ones that set themselves apart and drive undeniable cultural and commercial relevance.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Diandra Elmira, Designer, Imagination<\/strong><\/h2>\r\n\n<figure class=\"wp-block-image alignright size-medium\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2025\/08\/3-300x300.png\" alt=\"\" class=\"wp-image-9057\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/08\/3-300x300.png 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/08\/3-150x150.png 150w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/08\/3.png 512w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">In a world where automation dominates everything from shopping to customer service and attention spans get shorter and shorter, it\u2019s never been more important to make a customer experience that brings people back. Real brand loyalty comes from using a people-focused approach, by truly listening to the customer and humanising the brand. You want your customers to feel a real connection with your brand, like they&#8217;re valued and that they belong, not like you&#8217;re simply trying to push products or sell them something.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This is where building a community around the brand, or working with existing ones, can set brands apart. However, it\u2019s never about merely \u201cbuying\u201d a community, or slapping a logo onto an existing event. Carefully choosing the right community is equally important, as you want the collaboration to be authentic and mutually beneficial. To retain this loyalty, brands need to respond quickly to current developments. This is where gaining insight from the brand\u2019s community comes in handy, helping to personalise and evolve the customer experience further.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Relevancy = Loyalty.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Gonzalo Brujo, Global CEO, Interbrand<\/strong><\/h2>\r\n\n<figure class=\"wp-block-image alignright size-medium\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2025\/08\/4-300x300.png\" alt=\"\" class=\"wp-image-9058\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/08\/4-300x300.png 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/08\/4-150x150.png 150w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/08\/4.png 512w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">AI can deliver hyper-personalised experiences at scale, it can help create seamless customer journeys. But it is still the uniquely human creativity, empathy and imagination that builds genuine trust and lasting loyalty. AI can bring you rapid results, but for a brand that stands the test of time, the human touch is everything.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">True loyalty comes from addressing consumers\u2019 \u201cjobs to be done.\u201d Crafting brand moves that not only meet these expectations but set new standards in the industry builds confidence in your brand. Afterall, brand experiences only matter when they actually improve people\u2019s lives.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">By all means, implement AI where you see fit, but if it\u2019s not helping address a genuine issue people face, then it\u2019s a waste of resources. In the worst cases, AI can negatively impact trust in your brand &#8211; the move to AI chatbots in customer services is a prime example of where this can go wrong. When it comes to customer services, many of us simply want the experience of talking to someone human.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Ultimately a brand builds trust by delivering on promises, anticipating needs, and providing a consistent brand experience. When customers know what to expect and consistently receive value, trust is reinforced.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>We asked loyalty and customer experience experts for their thoughts on how brands can design their loyalty schemes to stand out and maximize the chance of a return on investment.\u00a0<\/p>\n","protected":false},"author":7,"featured_media":9054,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[16],"topics":[2],"class_list":["post-9053","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-retail","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Creating Positive Customer Experiences Can 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