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iAdvize and Granyon set out to build lasting brand relationships in Scandinavia and the UK

Mikkel Noe Westh

The potential to organize customer support around communities is supporting how Granyon likes to build strong brands. 

Great branding today is much more than a beautiful logo and a fancy payoff. It's about creating a trustworthy organization where everything you say and do must be in line with a clear direction. It can be a systemized storytelling where both customers, partners, employees, suppliers and the brand is a part of a common universe. 

To be able to build a brand that you as a customer want to, not only buy from but also, have as a part of your personal world takes more than traditional marketing and sales strategy. Think of the brand as a person we should be able to answer questions like Who am I? Who are my friends? How can I stay relevant to my group of friends? How can I create experiences that my friends can be a part of and how can I let my friends define how I act and communicate?

Connect through shared experiences

A traditional marketing customer life circle: Awareness, Consideration, Purchase, Loyalty is often too narrow instead we should see a brand-customer relationship as a more down to earth human to human view. How would you describe a lifecycle with of friendship? It begins at some point because you share the person's values, humor or story. Friendship, like all relationships, it requires maintenance. Focus on building good relationships takes continuously shared experiences. 

Service is all too often the only recipe to building relationships. And while any business should focus on excellent service, it takes more than that to build relationships. You have to start knowing who you are and the understand your friends. What are their dreams? Concerns, goals or fears and how can you listen and support them?  

Instead, all too often the customer must settle with a "Press 2 for customer support, press 3..", a contact form, or an intrusive chat window that keeps prompting the customer with a generic image of a smiling lady with a speakerphone.

The Granyon view on brand-building is in line with how iAdvice build customer support based on the communities. Instead of the old, traditional chat or contact form, this is not only a support Q&A channel its actually a friend builder, a possible channel to listen and understand a customer group.

A different approach to engaging with customers

What Granyon found at iAdvize was a different approach. The Granyon view on brand-building is in line with how iAdvice build customer support based on the communities. Instead of the old, traditional chat or contact form, this is not only a support Q&A channel its actually a friend builder, a possible channel to listen and understand a customer group. And a great way for customers to interact with other friends, share stories and interact with the brand.

By giving customers space on your website, not only do you show them that you value their opinion,  you remain involved in the conversation. And start thinking of relationships instead of customers as passive listeners. The main benefit of real-time community chat for visitors is its transparent nature: an informal tone and authentic opinions contribute to the global customer experience your business can provide with this service.

Building a strong brand starts with understanding relationships, begin listening and communicating friend to friend. The Granyon iAdvize partnership is not only about offering a service it's about creating lasting digital channels for shared experiences.

 

           Ibbu one of the many powerful iAdvice products to enhance customer engagement

About iAdvize.com

iAdvize.com is a conversational commerce platform that enables businesses to engage their customers and prospects whether they’re on the website or social media from one messaging solution (chat, voice, video). Visitors can get real-time advice from customer service but also from advocates, members of the brand community.