Customer service can become a powerful brand differentiator, but only after you define how your company delivers service uniquely and better than anyone else.
Humor is a powerful customer service tool. Man gets 47 year layover, and receives the funniest customer service response. This is how customer service should really work.
Small letdowns erode a brand. It’s like making withdrawals from the trust bank. Telus letdown its customers with the iPhone 6s launch. Customers who pre-ordered their phones did not receive them on launch day. It was a small letdown that had a lasting impact.
Anyone can deliver good service, but that doesn’t get your customers talking about your business or referring it. Create memorable moments to engage your customers and get them singing your praise.
“If the big companies did everything right, there wouldn’t be room for us,” says Mike George, CEO of Trisura. Small and mid-sized companies, like Trisura, have an opportunity to compete and win against the giants of their industry. They create a David vs Goliath story by finding areas where the giants are lacking.
Small and mid-size companies can achieve a global impact with a niche strategy. Deighton uses their niche to sell beyond their backyard, and serve clients internationally. They serve a global market while delivering a personal, local experience.
Talent is a foundational building block of a sticky brand. Capital Iron has grown a sticky brand with a very purposeful HR strategy. Close to 90% of their staff are full time employees compared to the retail industry standard of 15 to 20%. Their staffing strategy is designed to support a highly unique retail experience.
Pride may be one of the Seven Deadly Sins, but it’s also an essential ingredient in branding. You can’t grow a compelling brand without a deep-seated sense of pride in your business.
The hallmark of a sticky brand is adoring customers. The challenge is standing out, and delivering an outstanding experience. Good does not garner adoring customers. Good is average, and average isn’t worth bragging about.
A lot of marketing is misguided, because it focuses on explaining what a company does and its service category. You can’t differentiate your business based on what you do. For example I recently attended a networking event where all the participants got up and shared...
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