Andy on Twitter

  • And the coverage seems to miss that for some using on their carrier connection it streamed bea… ,
  • The coverage on is so ridiculous. How many people actually got great service vs. those that didn’t? And to… ,
  • A great read for all of you using Google... ,
  • Great interview on AI And The Era Of The Digital Human ,
  • I pick up a new Samsung or Huawei phone and think "this is seriously good" Then I read Apple's announcements today… ,
  • Children of Men is my fave... The best 100 films of the 21st century, according to 177 film critics around the worl… ,
  • Why does my iPhone insist on auto capitalising place names? What on earth is it thinking. ,
  • Why matters more than ever... reduce the complexity, increase confidence, realise better outcomes… ,
  • This might impact the marketing budgets of big business but it really impacts the business of small business owners. ,
  • And the shakedown plays out in other ways, Google doesn’t let you target their trademarks - or even mention “Google… ,
  • Am bewildered how tech companies think "Dark Mode" is a compelling feature. Billions in R&D and what we came up wit… ,
  • Cadbury's brand purpose is just 'woke-washing' - continue to agree with Mark's comments... instead of talking about… ,
  • Couldn't agree more. And how about allowing fake review sites surface higher?Google's paid search ads are a 'shaked… ,
  • Well, thank goodness I have a 13" MacBook... MacBook ban: Qantas, Virgin Australia clamp down on Apple laptops ,
  • Let’s see if this team can redeem themselves. I suspect not. Not due to not having the best talent… ,
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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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