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“All over the Customer” January 25, 2011

Posted by Jack Macholl in Brand building, Brand personality, Branding, Customer Service, Image.
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Each week I read many articles about the brand and the promise that it stands for. My instincts tell me that some marketers believe that “branding” is all about the advertisements or worse yet the logo.  A customer’s brand experience has many facets. From the day the initial decision to “buy” is made by the customer your company needs to begin adding value and cementing the relationship.

As we all know in life relationships take work, trust is earned by a series of transactions and delivery on the brand promise.  So why do so many companies have you enter (or speak) in your data, only to ask you to repeat it; then transfer you to numerous departments during a customer service issue, only to repeat the data again?  When you feel like an account number the brand experience has failed.

Make it easy for me to do business with you at every touch-point, make my customer experience consistent and positive. Are you “all over” the brand experience at every touch-point in your business?

The bottom-line message is “know thy customer.”

Satisfying the customer at all touch-points

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Comments»

1. Jason Sokol - January 25, 2011

Jack,

Awesome post and your comments are dead on. Though branding can be an incredibly complex issue, what it comes down to is delivering that magical experience at every point of contact with the customer.

How do you help businesses understand this principle? Do you have any remarkable exercises or case studies that have helped drive this realization home?

Thanks again,

@jwsokol

Jack Macholl - January 26, 2011

Jason,
Thank you. Actually I try to help a client look at the “little things” that really go a long way in a business relationship. In one of my financial marketing roles the company actually did proactive phone calls to a test group of retail customers, just to get a barometer on how they liked the service and to see if they had any concerns. Amazingly, people were astounded that we weren’t trying to sell them anything and that we cared enough to call. Other cases of proactive strategy could include a call from your bank when the kids are getting old enough where college is on the horizon- offer help and methods to plan for the education fund. Your local heating/air conditioning service firm could call you and remind you that it’s time for routine maintenance (versus you having to remember and phone which is likely the case in about 98% of our lives).

In BAM! Bust A Myth-Delivering Customer Service in a Self-Service World by Barry Moltz and Mary Jane Grinstead they cover numerous common sense service scenarios which deliver huge impact if done properly. They point out that a business can actually make more money by service oriented actions-in good and bad times. Empowering people also has a great deal to do with the brand experience; that’s likely a subject large enough for several lengthy posts.


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