It All Comes Back to the Brand

David Fleming — Thu, 07 Oct 2010 18:30:01 +0000

In an age where advertising is everywhere and the competition in any vertical has never been so intense, consumers are growing immune to the messages companies are trying to deliver. This “tune out” has even the largest corporations scrambling to keep their brands strong while smaller, more personal brands are engaging consumers on a more intimate level. Using social media and personal connections, they (intentionally or not) have tapped into the marketplace demand for transparency and authenticity from businesses. As a result, the strength of a brand is now constructed more by the consistency at each level of the organization. Stripping away the billboards, e-blasts and Twitter posts, you can see that good brands permeate into the culture of an organization. It is a mantra,…

Preventing and Resetting Unrealistic Customer Expectations

David Fleming — Mon, 14 Jun 2010 18:50:06 +0000

While we would all like to believe that customer expectations have gotten more outrageous in recent years, the truth is that an unrealistic mindset from users is nothing new. Sure, they are presented with an ever-increasing amount of ways to proclaim their distaste. But their demands haven’t changed much, and if they have it is likely that we as representatives of our company are to blame. After all, when it comes to expectations it is as much about the one projecting it as it is the one formulating it.

Too often, we fail to realize our impact on the creation of these sometimes out of proportion demands. Instead of curtailing them, we often encourage them in the name of good customer service. Here are two examples…

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It All Comes Back to the Brand

Preventing and Resetting Unrealistic Customer Expectations