Moreover, the brand experience has to be aligned with the expectation, every time the consumer touches the brand.
Smart organisation work with employees using the type of approaches made possible by digital technology (social networking, tweeting, texting, etc), to design guidelines that ensure delivery to the consumer is consistent at every level of an organisation.
Forbes.com had a useful post about two brand organisations that do this well.
The first is Best Buy, where Michele Azar say:
"The Web is a platform for customer delight. Tapping into this delight requires leaders to be open to new ways of listening and learning through social technology and open approaches....”
Another company is Wells Fargo. In a speech at a recent Association of National Advertisers conference, Kate Frohling told participants:
"We all know that customers can form their impressions of a company from a phone call, a web site, a retail counter, a reservation agent, or any number of other encounters. To make employees not just advocates for their corporate culture, but allow them to operate with the same voice, 'our voice,' it's essential to make customer conversations part of our training. The customer's experience is our No. 1 priority. We give our employees the digital tools they need to ensure the customer's experience is consistent wherever they touch the Wells Fargo brand."
These brands get it.
Any brand organisation that truly aspires to deliver and consumers should work-out how to use digital approaches that enables them to listen to consumers, and develop guidelines that will ensure they exceed consumer expectations at every touchpoint.
That’s how you can build loyalty and advocacy.
These are two consumer actions that will ‘turbo-charge’ brand success in today’s inter-connected world.