Sunday, 31 October 2010
Thursday, 28 October 2010
Saturday, 23 October 2010
She telephoned them to activate it and was put through to someone that was seemingly determined to sell her fraud protection insurance.
This is an example of a really bad brand experience.
When a consumer telephones to activate their card the last thing expected is a heavy sell, particularly when it is for something that isn’t needed. Credit cards typically offer free fraud protection. Here is what Barclaycard have to say on their website:
"As long as you tell us the moment you spot something you think is fraudulent on your account, and you've done everything you can to prevent fraud (like not telling anyone your PIN), you won't be liable for fraudulent use of your card”
I, like most people, hate it when this type of thing happens. It is very obviously a ruse to make more money.
It is a major mistake by Barclaycard.
When a consumers makes contact them they should focus instead on delivering a positive brand experience that delights; this is far more likely to result in longer term sales results.
Sunday, 17 October 2010
I hate it when dealing with a brand organisation when they don’t say sorry if it clearly is the appropriate action. Instead they usually focus on protecting themselves...often it is the customer service people who regard it as a personal duel and an opportunity to prove how clever they are....
This is short-sighted and wrong.
They overlook the fact that consumers are far more likely to change their mind, view your brand positively and maybe even tell their friends (advocacy is a very powerful force) if it says ‘sorry.’
While on face value it might cost a little bit of money it is a great strategy to differentiate vs competitors.
I was very interested to see an article on Inc.co about recent research undertaken by the Nottingham school of Economics.
They asked hacked-off eBay customers whether they would prefer some sort of monetary compensation or a simple apology....the overwhelming response was a preference for a straight apology. (Check-out the report.)
Richard Branson understands the power of an apology. There is a great story about how he handled a letter of complaint.
It isn’t rocket science or difficult. It just requires a change in attitude and culture.
If you work at brand organisation I suggest you look closely at the brand experience your customer service department is delivering and work out how to improve it...saying sorry occasionally. It will potentially be more effective than most other forms of brand communication.
Sunday, 10 October 2010
Saturday, 2 October 2010
I found a great article at Stage Two that quotes Dustin Hoffman...
“Customer experience is the new brand.”
“I’m not referring to a brand as a logo and a typeface. I’m referring to the new kind of brand; the one is formed by the entire experience of a customer’s interaction. That experience gets branded into his or her memory and leaks into the buzz of modern culture. If you can’t make a good customer experience from start to finish, you’ve failed to generate brand value that will attract customers to come back for repeat business and tell their friends to come back, too. That’s how good customer experience directly affects the bottom line.”
It echoes precisely my view on the importance of delivering a winning brand experience and the affect it has on loyalty, advocacy and the bottom line.
I LOVE IT.
I strongly recommend you take note... and if you want to build a better brand experience for your consumers start by looking at the path to advocacy shown above and work-out how your brand can improve delivery at all stages.