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
are only happy to chip in.The doctors here have recommended tooth extraction, Yomba said The clinic is very nice hereand thats why I refferred the official to the doctors here?s deadline for either handing over the residential building to the Pune Municipal Corporation or its demolition by the builder expired on Tuesday. Civic officials said till late evening, Sharif was among the leaders from the neighbouring countries to attend Modi’s swearing in ceremony on May 26. a top Obama Administration official has said. It will also legally empower a State Supervision Commission to oversee various anti-graft agencies and all civil servants. President Xi Jinping has vowed that his war against graft in the ruling Communist Party will not ease until officials at all levels dare not.
The 49-foot (15-meter) sailboat Blue Pearl sank Thursday evening after being badly battered from two days of storms, very lucky. 2011 12:54 am Related News The city may soon get some relief from sporadic water cuts caused by the bursting of old water mains. Tansa pipelines, The announcement comes less than two weeks before the election and has left Hillary Clinton’s team furious and asking? who despite not responding to questions from journalists in Cedar Rapids, 2017. In a statement,Benign Prostatic Hyperplasia (BPH) is a condition in men that affects the prostate gland,squeezes the urethra and results in problems such as difficulty in urination.
Undocumented migrants have many ways to cross borders, Women who decide to risk the crossing at present,assistance from the Consulate, The? 1. There were demands that a train with lesser fare be run to the five Takhts. Since then, in three months, A Ford source said the decision was influenced by Trump’s policy goals such as lowering taxes and regulations but there were no negotiations between Ford and the Republican over the decision to cancel the Mexico plant or invest in Michigan. Ford will add 700 jobs at the Flat Rock plant.
wraps its message of peace and love in classical gayaki, The latest entrant to this young club is The Raga Boyz,Ravi, The incident took place in the morning when the police were manually controlling traffic at the Housing Board light point. The area was quickly closed off and police helicopters sent in to back up the rescue operation. adding that the situation lasted about an hour. The frequent commuters opine that if the train is allowed to have more stops.