The Brand Promise Realized - Unconventionally
The harshest truth about marketing is that the promises made before the purchase are difficult to keep after the purchase.
I’m sorry but it’s true.
I’ve worked with companies that make grand statements about improving lives, improving connectivity, improving finances – and while their core product can actually accomplish these objectives – the streamlined benefit is experienced by only a percentage of customers.
The path from idealistic statements to a house on fire is surprisingly short.
The simplest things like “the website is down”, “why won’t anyone call me back”, “I can’t afford this anymore”, and “why was this delivered late” could all be negative experiences completely beyond the company’s control. A server rebooting in a data centre, an ERP getting hacked, job loss and a postal strike in a far-off land impact how a customer experiences your product.
They key to realizing the brand promise is to fight the battles you know you can win and tell those stories.
Be honest about the 99.99% uptime guarantee.
Be clear about relying on downstream vendors.
Be gracious when learning about a client’s situation.
Be prepared to lose a sale by declaring the potential of a delivery issue.
Once the marketing promises are kept across the client experience, the likelihood of raving fans – and therefore repeat business and referrals – skyrockets.
Come talk to us about an audit of your end-to-end client experience.