Daily Brand Killers

HDFC Bank and Reliance Insurance  are very big brands. They have invested huge money in their brands.

Unfortunately call center people they engage with are just killing their brands.

I got call during last two days from these two brands' call centers.

One was shameless and does not know how to talk when listeners says NO. He gave me his personal mobile number in his arrogance to complain wherever I wish to.

One was literally begging to me to listen to him when I said NO.

These companies think quality matters only in product and services (there also most fails). They are giving outsourcing contracts to such companies who employ these kinds of people to represent their brands.

In my earlier blog   I had written about out bound call centers as means of mass irritation. However when it becomes means of mass irritation it also becomes means of daily brand killers. 

Ease or Lose !!

When I logout from the facebook.com landing page has an ad of Jabong.com displaying few products incl T Shirt.  Several times I liked the T Shirt design I had clicked on that but no purchase yet by me from Jabong.com

Reason :

When I click after liking the product my landing page on Jabong does not display that product. I scroll down for a minute and then leave. 

That page shows many other shirts and T Shirts but not the one which I liked and clicked on. 

I don't know technical or business issues involved but I am not willing to put extra efforts and time and therefore sale is not happening.  

Customer Effort is playing significant role in customer experience (CX).

Fulfilling customer need with ease and delight is the role of enterprise & ease comes before delight.  

Many transaction opportunities fail only because of ease factor is ignored or not paid attention too. Imagine revenue loss !! 

Jabong must have paid facebook huge money for this ad and yet failed transaction in spite customer likes the product and wants to buy !!!

Have your business processes and corporate communication vetted by CX expert for better Customer Experence - NOW

At last ...

At last there is a realisation in industry that BRAND is about ROMANCING the Customer and not just LOGO and Advertising. The origin of this blog was for this purpose. 

For many years BRAND builders have always ignored Customer Experience while for CUSTOMERs it was always like that. & this was a mismatch. 

Common sense says : how customers are concerned with the brand if they are not experienced? 

But still all creativity is expended in advertising and so called superficial brand building exercise.

Theme of upcoming brand summit by Paul Writer is Lovable Brands; Romancing the Customer. 

Unless brands are touching and making customer experience memorable , its not branding exercise at all. Earlier companies realise this better resources can be allocated. 

It would be apt to mention what Seth Godin has blogged earlier this week: 

" Most important marketing decision the CMO makes...

Is the goal to get people to notice what we make?

or

Are we setting out to make something people choose to talk about?

If you don't know your boss's answer to this, find out. If you do, act accordingly.

Hint: getting people to talk (or care) about your average stuff for average people is a lot more difficult than it ever was before "

My entire blogbook WOW ! & Weird is devoted on this very theme. 

Happy to see our BRAND Builder community is going to discuss on this in this summit. Happy days for CUSTOMERs , AT LAST.

Social Media & Big Data will make us CX crazy !!

Social Media is two way communication. Every experience will be shared - good or bad. therefore Customer Experience (CX) is critical.

Big Data is too many data trying to make sense out of too much information. Its about more customized solution.

Data is available in plenty all around us but making sense out of the data is the real challenge.

I don't know in times to come how much intrusion these companies are going to make in our lives but its certain we are living in interesting time.

More dependent we are becoming on Gadgets more data we are generating , more pattern we are creating about our behaviour and more precise trends enterprise will be able to forecast.

The above data from Gartner is clear that top priority of Big Data is to better CX. This short film A Day in Big Data tells us where are we moving as a business enterprise and as recipient experienced (pampered) customer.

However it would be apt to conclude quote from CK Prahalad " Future will not be an extrapolation of the past. "