Andy on Twitter

  • Very clever... A Microsoft Excel Artist ,
  • While the problem underlying M&A integration is big, Material Information Platforms implemented pre-transaction wil… ,
  • Wow... t/sheets acquired by Intuit ,
  • Way to start the morning. Beautiful Balmoral.. Balmoral Sailing Club ,
  • Bank inquiry puts global investment at risk: Westpac's David Lindberg.. spot on ,
  • Why are taxi apps so appalling. Slow, lousy interface, freeze... hopeless attempt to satisfy customers and so easily fixed,
  • should give us the option of only accepting drivers who aren’t on a job. Stop “forcing” drivers to take a job while on a job. ,
  • National looks more desperate every day. NZ is lucky to have a leader with this much experience. ,
  • Dennis clearly doesn’t understand that a BYO challenge for the last AC was well past 200m. Unless you sailed Oracle… ,
  • And that’s the point - Amazon is a boost to SMBs and entrepreneurs locked out by big retail. And so much for big br… ,
  • Little evidence in here of impact in meetings but suspect the same applies. Laptops Are Great. But Not During a Lec… ,
  • To Grow Talent, Don’t Move Fast and Break Things — Move Slow and Build Them .. so right ,
  • Who cares if it is. NZs PM is doing the right thing. ,
  • Great win for and cool work by ,
  • The pressure to use all those extra characters is too much...,
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Never Outsource Your Brand

Companies do it all the time – they put their brand in the hands of third parties who care less about your brand and only about transactions at any cost.

This worked fine in a world where customer experience was masked by word of mouth or buried in the back of news papers. In this new world, transparency exposes brand’s truths. As they say, sunlight is the best disinfectant. The difference now is that is is the customers administering the sunlight.

Telstra’s a brand I’ve tried to like. Some great marketing, a strong agency, good people — all of that persuaded me to give them a go. Terrible experiences in mobile and broadband left me disappointed. The company that felt it necessary to call me constantly so see if I was happy, hasn’t bothered to call once since I switched to Vodafone. 

And today we’ve been harassed no less than six times from a company called Telechoice. Now when we ask them who there company is, they just hang-up. But call they do. They represent Telstra apparently.

I’ve never bought into the argument that the customer is in more control than ever – all I can do is move my business elsewhere and I’ve always been able to do that. But what we do have is the ability to expose brands for what they are at an unprecedented scale. Take the promise of Spark – a rebranded Telecom NZ – which despite a fresh new look thinks its ok to have people knocking on your door at 6pm at night. Not fresh and friendly at all. Or Telstra’s constant interruptions of our family Saturday morning.

Brand owners need to take charge of customer experience – starting with the sales process. And they need to get ruthless about realising the expectations of their leadership for nothing other than stellar customer service.

Those that don’t should expect nothing other than total transparency in the market and a good dose of sunlight.

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