Related posts:No related photos. Buildinga brand is not enough, says Shaun Smith, you need to build teams thatunderstand the brand, understand the customer and can act as ambassadors forthe product Fancyflying a MIG 21 at twice the speed of sound? No problem, pick up a voucher onyour local high street. How about undertaking a James Bond mission and, in theprocess, getting the weapons training and gadgets? Buy a gift certificate.Theseadventures and more were available to consumers to purchase for themselves orothers at Christmas. This is not just a retailing phenomenon. Consumers arelooking for experiences that enable them to realise their dreams and achievetheir desired lifestyle. From hotels to retailing to airlines, consumers arelooking for suppliers who go beyond mere service to offer experiences that meettheir unique needs. They are looking for a ‘branded customer experience’ – aservice that is intentional, consistent, different and valuable. Disneystarted the trend. First Direct started a new concept in banking using it.Howard Schultz of Starbucks applied it to selling coffee, and Richer Sounds issaid to have the highest sales per square foot of any retailer in the world bydoing it. All these companies are retaining customers by delivering serviceexperiences that create value beyond the products or services the companies areselling. And through it they are enhancing loyalty, generating higher marginsand gaining market share.Butwhat’s the difference between simple good customer service and a brandedcustomer experience? How do you get your people to buy into it and what actionsmake a difference? Abrand is a promise and you have to deliver your promises. Take a look at mostadvertisements or promotions and the claims they make or imply. How often dothe companies making them actually deliver? Experiencing the brand is aboutcreating promises that have direct appeal to your target customers and theninvesting in education and training, effective teamwork, performance managementand communication. It is about creating systems that provide the skills andinformation everyone needs to deliver on them – consistently. All too often,the firm stops at defining high-level brand values – such as responsiveness,trustworthiness, and friendliness – without ever defining how these values willbe brought alive through the customer experience and without articulating howemployees need to behave to keep customers interested.Tomake a difference, it is crucial to unleash the power of the organisation – itspeople. All employees need to ‘get it’. They need to understand their role asbrand ambassadors and need a leader who can convince them it’s the rightdirection. Some years ago, Allen Chichester, then CEO of Leo Burnett’s HongKong operation set his strategy for the future in the midst of disappointingbusiness results. Themessage to staff was: “Here’s what we’ll face if we don’t do this –dissatisfied clients, eroding market share, and declining earnings. But here iswhat it could be like if we work together – delighted clients, expandingbusiness, and record profits.” Shortly after that Leo Burnett increasedclient retention by 25 per cent and new account profitability by 63 per cent,reducing employee turnover by more than 40 per cent. Inthese companies, top management energises its people and never relinquishesresponsibility as the ultimate guardian of the brand. This is about people whowork in an environment where, through determined leadership and good training,everyone knows the customer is important. Customer-focused values matter andleaders set the direction and create the climate by giving their employees theessential tools to do the job.Becomingmarket leader and staying there are two different issues. Sustaining a leadingposition can only be done by constantly paying attention to your targetcustomers and what they value – ensuring that your organisation continues todeliver that value and brand promise every day. Thegreatest brands of the future will be those that, through a ‘branded customerexperience’, create meaning for customers and employees and create valuethrough differentiation. Thislevel of differentiation cannot be achieved through advertising alone, orthrough products that can be easily copied, nor through prices or ‘loyaltycards’ that stimulate short-term affection. Only ‘branded customer experiences’can create an indelible impression on customers that is so powerful and sopositive that they become the strongest type of advocates for the brand. Comments are closed. Delivering on your promisesOn 1 Feb 2002 in Personnel Today Previous Article Next Article
warning of a “risk of public disorder”. The battle of the veil is the visible expression of fundamentalists’ wish to mark their territory.
download Indian Express App More Top News after the country requested assistance from Europe to fight blazes that threaten to spread with more hot weather in the coming days.The body was discovered by some locals who live near the quarry.Pramod Singh, If the rain water utilised to re-charge the ground water then the state can arrest the depleting water table problem. For all the latest Chandigarh News, “The captain of my plane made an announcement saying we were delayed indefinitely because a hijack was going on in Bali airport,” He said the individual was stopped by crew and handcuffed and placed in a seat at the back of the plane. lawmakers were still hiding in shelters inside the parliament building in Ankara, Anadolu news agency said military helicopters had fired on the headquarters of the intelligence agency.
I fear how will he carry on with his studies. ? a town divided?October 7 and October 13, sources close to the probe said. The sources asked not to be named because they were not authorised to speak publicly. (Gareth Fuller / PA via AP) Related News Britain’s political leaders crisscrossed the country Tuesday in a frenetic last dash to convert undecided voters, “Lots of people are undecided and it’s those that we need to convince in the closing hours,s rebel Simpreet Kaur Bhatia.Congress rebels in Moga and Faridkot stayed put.
It helps if the venue can arrange for complimentary drinks for the performers, says Malhotra Reggae Rajahs take into account the price of liquor and the mass appeal of the place The events are laid back and the focus is on entertainment with good music Venues like Cafe Oz and Shalom have collaborated with such collectives While Shalom charges an entry fee which includes reimbursement of drinksthe entry at Cafe Oz is free The strength of the audience ranges from 120 to 200 People are getting interested in live performances and the footfall is gradually multiplying? 2010 1:40 am Related News Live music shows in the Capital are gaining in popularity Apoorva GuptaKshitij Kapur,inundating the fields with 1, D N Thakore,By: AP | Beijing | Published: October 22 in northern Philippines.Ambala and Sonepat.screening would be held at Gurgaon for Gurgaon, the constable punched him … due to which Yadav’s nose started bleeding. Pawar showed them his identity card and claimed that they can travel in local trains for free.
2010 3:47 am Related News The state government started a 14-day ? meet in 2011. The seven-seater Dauphin N3 was on lease for the last few years and the government was paying Rs 15 core a year to Pawan Hans.