The relationship with customers is like any relationship, it’s built on trust and on promises. 10 years ago I worked for a UK company who at that time saw its key differentiator being the customer experience that it delivered and the customer care that it offered as ‘part of the deal’.
As soon as I joined the organization I was inducted into this ‘brand culture’ and one of the key messages that has stuck with me ever since is that Brand is a promise delivered .
We all hate it when promises are broken, it’s often why personal relationships breakdown and it’s also why our relationship with organizations breakdown.
We all know that it’s easy to make promises but so often in business we fail to deliver and that ruins the reputation of the Brand.
In business, promises are made in many different ways:
The products and services we develop
The marketing messages we creat... read more >