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 "Our Take"
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"Our Take"
"Our Take" is a collection of daily
vignettes covering a wide range of CRM topics. It's an attempt to add our own spin to the world of CRM. We will use the column to share our perspectives, opinions,
epiphanies, web nuggets, or quite frankly anything that moves us. Get ready to expect the unexpected. And, don't be shy about sharing your thoughts.
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8/4/06 - Branding is About Confidence - Continued
Creating customer confidence is a blend of providing an exceptional experience on a consistent basis. The secret is the combination. An exceptional experience that happens on occasion is futile if customers can't count on it. But mistakes happen.
One reader wrote, "We must also recognize "to err is human". Everyone makes mistakes, including the best organizations. It's what happens after the mistakes are made that truly builds confidence in a brand. Being upfront, honest and proactive to your customers will have tremendous gains. When Tylenol had the contamination scare, they instantly pulled all bottles and went public, even though only a few packages had been tampered with. That move cost them money, but built tremendous respect, which I'm sure has paid off well."
So let me modify the first statement I made today: "Creating customer confidence is a blend of providing an exceptional experience on a consistent basis and when mistakes happen, you have the opportunity to create an even higher level of customer confidence." Do you agree?
Gary Lemke, Publisher
(Share your thoughts)
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