How to Inspire a Marriage Made in Heaven
Management Services › Vol. 49 Nbr. 1, April 2005
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Summary
When a business offers a brand to its customers, it extends them a promise that should be exciting, memorable and, most importantly, deliverable. Keep your promise, and you can have every expectation your customers will be delighted to commit themselves to you for as long as you continue to deliver. The brand's advertising and marketing will enlarge on this promise, but the only dynamic that will deliver the promise will be the customer's real experience of the brand. Key factors will be the brand's quality, consistency and the value for money customers perceive the brand as offering. For many brands, the quality of the associated customer service will play a major role in delivering the brand's promise. But what really needs to happen is that all the organisation's departments must assess on a continuous basis how they impact on the customer. Guidelines for achieving this are presented.
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Extract
How to Inspire a Marriage Made in Heaven
When a business offers a brand to its customers, it extends them a promise that should be exciting, memorable and, most importantly, deliverable. Keep your promise, and you can have every expectation your customers will be delighted to commit themselves to you for as long as you continue to deliver.
The promise consists of the benefits the customers can expect the brand to bring them. The brand's advertising and marketing will enlarge on this promise, but the only dynamic that will deliver the promise will be the customer's real experience of the bran...See the full content of this document
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