Brands offer consumers (customers) emotional and tangible value in exchange for their consideration, investment, and purchase. In an increasingly complex, multi-channeled, and competitive marketplace, what strategies might brands identify to help define and message core strengths, benefits, and advantages? One answer might not lay with innovation, but rather a return to basics and the central idea that places the customer at the center of the universe.
Customers inviting your brand to interact with them – even if originating from a poor experience – is an opportunity that should be embraced. Not only is it a chance to possibly persuade perception and perhaps mitigate unflattering word-of-mouth, but it’s also a chance to validate the customer’s earlier behavior (making the *good* choice to choose you). It’s a chance to keep them within the franchise because you’ve demonstrated the time and interest that deliver the message “you matter to my business.” That’s some powerful stuff.
