Sunday, 24 January 2010
Saturday, 23 January 2010
Zappos is an awesome company.
- Zappos absolute focus on vision, culture and customer service.
- How this focus drives word of mouth and repeat customers (check-out the compelling reveue numbers on page 7).
Wednesday, 13 January 2010
I talk about airlines quite a lot.
"The mission of Southwest Airlines is dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit."
Sunday, 10 January 2010
I was also surprised.
I first come across Circuit City in the book Good to Great "Why Some Companies Make the Leap... and Others Don't" [I’m based in UK so never visited one of their stores]. In the book Circuit City are hailed as a successful organisation because they followed a number of 'success principles' identified by Jim Collins (an American ‘business guru’).
So, what was the reason for their demise?
They neglected the in-store brand experience.
In the Customer Experience article there is a quote from Jason Goldberg, VP marketing for MTI, who was on the team that designed the in-store experience for Circuit City in the 1990s:
“They made the dramatic step of cutting their most expensive salaries and in the process, eliminated what remained of their most loyal high quality sales staff,"
..."They were left with a store that required great sales staff, and no experienced sales staff to support it."
In an age when brand experience is a key differentiator Circuit City’s decision was crazy.
If you don’t deliver a great brand experience when consumers are buying then they will either not buy or not come again. On the other hand, if you deliver an experience that WOWs then they are much more likely to buy, buy again and may be even tell their friends. The power of word-of-mouth/advocacy is well understood.
Staff are the clearly the main drivers of a good in-store experience so cutting best staff is always likely to create a problem.
This is an important lesson for any retailer considering cutting staff cost in these difficult times.
Monday, 4 January 2010
I can’t believe it has been just over one year since I started this blog.
114 posts later and I still have so much I want to say...
Anyway, as seems to be customary at the start of a New Year, I thought I would highlight what I think may be my top ten posts:
- Brand usage – the opportunity
- Brand experiences to get a brand chosen
- Brand experience is strategy, not a slogan
- Winning brands understand the power of emotion
- Importance of a brand experience culture
- Deliver customer brand experiences that build sales
- Advocacy must be a focus for the whole brand organisation, not just marketing
- Delight consumers. Show you care. Make them talk about you
- Marketing departments must look beyond just making the brand promise
- I’m a customer that has become the ad agency for Nikoi Island
Thanks for visiting my blog and come back soon.