While Automated, Electronic Customer Service 'Voices' are Getting Better, some Brands are Missing a Bigger Opportunity.
Companies around the world continue moving customer service to automated systems to cut costs. But in doing so, they may be damaging their brands instead of helping them. A recent Wall Street Journal article highlights the recent moves to shift these automated voices from “cold to homey”.
In some business categories, customer service is the critical touch point where the brand is actualized. While marketers have been focused on advertising and other traditional marketing tools to define brands, it may well be that customer service is the one place where a company has control of shaping the brand in a tangible and powerful way. The service interaction is an enormous opportunity to build the customer relationship with the brand and engender deeper loyalty and advocacy.
November 4, 2010 6 Comments
Recently, my wife and I were driving in central New York State and passed a Wienermobile on the highway. We smiled and gave the “Hotdogger” a thumbs up. But at that moment, I felt a stronger connection to the Oscar Mayer brand than ever before. No wonder, it was a significant “brand touch point” moment.
August 30, 2010 2 Comments