Andy on Twitter

  • Would be consistent with what they’ve done around the world. And their right to do so. What the Aussie Govt is prop… ,
  • It’s interesting to me how when a company () details how it will respond to legislation it is deemed by the… ,
  • Good read on the interference of Govt in how the Internet works... Internet's founder, US officials slap down News… ,
  • OMG. So sad... ,
  • Good look at the impacts of SAH on compliance and tech... Be Prepared to Stay at Home in 2021 – even if you don’t w… ,
  • Dense Discovery is still my favourite newsletter. Look forward to it each week. Well worth supporting IMHO.… ,
  • Great read... I Feel Better Now | Jake Bittle ,
  • Another great example of cluelessness. Google has a right to exercise inordinate power over its own products. Just… ,
  • via ... is hard for us here to laugh. States now run the country abs SOMO sitting on the sidelines. ,
  • Still a bit surprising to me how often people confuse a successful company with a monopoly. And how they will compl… ,
  • And what about the rest of the Internet... they'll ask to dip their hand into the Google coffers as well... this is… ,
  • And oh, isn't Google fully within its rights to say "nah, don't think so, "we'll just stop surfacing news we have t… ,
  • Wonder if our Govt will figure out how search works and understand we want to find news on Google and it takes us t… ,
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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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