In a few weeks, I will be interviewing Dan Cathy, President and COO of Chick-fil-A. In their corporate communications, they talk about their “raving fans”. They have even registered the phrase. I was asking a friend of mine who is in marketing at Southwest Airlines whether they have a “raving fans” marketing plan, and [...]
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CUSTOMER EXPERIENCE
The definition of a brand is “everything that gives an entity its recognition, meaning and value.” The brand perception held by the public, your customers and others familiar with your brand may or may not match the intended brand image. Crafting a brand blueprint is the process of identifying all the touch points your brand [...]
Everybody knows what branding is, right? I used to think so, but I am no longer convinced. The definition of a brand is “everything that gives an entity its recognition, meaning and value.” Seems simple enough but there are many misunderstandings that inhibit branding execution and reaching the full potential of brand value. Here are some [...]
Just back from a trip with a new dose of customer service frustration. I am reminded of the book by Ted Cohn, Why are you making it so hard for me to give you my money? His point isn’t that companies don’t want your money—they just don’t want to serve you to get it. No more [...]
Perhaps, nothing! Perhaps, millions of dollars. The answer depends on how you manage your brand. According to BrandZ, brand value contributes almost 1/3 of the value for Fortune 500 companies, or close to $2 trillion.
A brand is defined as “that which gives meaning, recognition and value to your entity.” A brand is often confused with [...]
In today’s competitive marketplace, companies are only as good as their people. The best companies get that and have unique hiring processes to hire people who are aligned culturally with their company’s brand promise.
But, so many companies don’t. How many times do you encounter those in the service profession (such as retail associates, telephone customer [...]
The first time I heard the phrase “hire an athlete” was early in my career. I was working for Hallmark Cards, Inc. and my boss used the phrase. Coming from a family with a long line of athletes, I naively asked what he meant. Was he being literal? Not at all.
Hiring an athlete simply means [...]
When my oldest son graduated from high school, I gave him a book called Real Life Begins After High School. I love to read and, unfortunately, he doesn’t, so it sat unused. I decided that I would read it cover to cover, and over the course of the summer before he went off to college, [...]
What would you do? You are a travel company that is taking a large group to the Far East. One night the leader of the group suggests that people might want to do something different for dinner than the travel company arranged. Only a subset of the group was invited to this new place, and [...]
At a gathering of great business minds last night, a brillaint friend of mine, Gina Danner of MailPrint, asked why do we accept unacceptable customer service. Is it time for a revolt?
In the past I have written articles for businesses on how to ensure they deliver customer service superbly throughout the holidays, as customer volume [...]