All posts tagged: customer experience

The brands that break the rules

The brands that break the rules

The rules for developing and managing brands are laid out in a range of principles and frameworks developed by extraordinary marketing minds. Time and time again, we’re told brands follow these rules to achieve success. But every so often, you encounter a highly successful brand that seems to defy the theory. And there are lessons for all of us in that success as well.

Why should your customers report to your processes

Your customers shouldn’t have to report to your processes

We shouldn’t even think of the term “customer service” as being about something that is valuable to customers. In fact, customer service is worth next to nothing. The reasons are simple. We live in a service-focused age, and the people who buy from you know they’re customers. So the term “customer service” does not describe anything customers don’t expect and it certainly doesn’t envelope anything of particular value to them.

Linking brand, reputation and products

Linking brand, reputation and products

Marketers talk a lot about the increasing personalisation that consumers are looking for in their interactions with brands. At the same time though, we know consumers seek endorsement from others on the good brands to be associated with and those that should be avoided. Interesting dichotomy. If you’re a brand manager, where do you invest your energies – products (as the means of those interactions), experience (as the memory of those interactions) or reputation (as the underwriter of those interactions)?