smith+co on
customer experience
Shaun Smith
  • By Shaun Smith
  • Jun 04 2015

How do you deliver a customer experience people love?  Discover HOW in our latest book On Purpose..

The brands people love all have a clear sense of purpose and the value they bring to their customers and employees, but the thing that differentiates them is what they DO, not what they SAY

Take a quick look at the following three purpose statements……..

  • ‘To help people fulfil their hopes and dreams and realise their ambitions’.
  • ‘To use our skills and resources to enable others to achieve their goals and dreams in their home lives and in their businesses’
  • ‘To help people achieve their ambitions - in the right way’
  • Not much difference in them is there?

    These statements are from three of the UK’s largest banks - HSBC, Lloyds and Barclays. Yet each of these brands probably put a lot of thought and effort into constructing their purpose. The reality is, however, that most purpose statements, no matter how beautifully crafted and well-intentioned, end up as very generic straplines, which could be true of any of your competitors.

    The differentiation comes in HOW you deliver the purpose - how you translate the purpose into a consistently delivered experience that is differentiated and meaningful to your customers.

    Premier Inn is a great example. It has recently announced record results and has also won the 2015 Marketing Society Award for the best Employee Engagement. Its purpose is crystal clear - ‘To make guests feel brilliant through a great night’s sleep’. Its strategy is totally focused on how to deliver this. And, through its brand promise, its customer experience, its people, processes and product - everything, and everybody, is totally focused on delivering it.

    Sounds simple. It’s not. But as John Forrest, Premier Inn’s COO, says ‘If you’re going to go through the pain and stress of defining your purpose, then you’ve got to want to live it.”

    You can find out just how Premier Inn (along with other highly successful brands) succeeded, in a full case study featured in our forthcoming book ‘On Purpose’ (Shaun Smith and Andy Milligan). The book is a practical guide to executing business purpose successfully by delivering a branded customer experience people love. It presents a framework for success based on being clear about your brand purpose and promise so you can achieve exceptional results through exceptional experiences.

    ‘On Purpose’ will be launched at the London Business Forum (LBF) on 23 September. So why not join us on the day? To reserve your place, visit

    If you can’t join us for the launch you can pre-order a copy of the book from Amazon