Customer Service a GUARANTEED Brand Builder/Killer

We live in a society where the average consumer feels disenfranchised and their expectations for customer service are so low a simple smile and thank you could earn you a 5 star rating on Yelp.com. Imagine how our grandparents must feel having come from a generation where gas was pumped for you, windows washed, and tire pressure checked while they sat in the car to today.

Today we think it is ok  prefer to scan our own groceries at the checkout in order to save time and not have to run the risk of terrible interaction with an under-trained “customer service” person. Yet we pay the same price as those who deal with the cashier. We also have servers in restaurants who believe they are entitled to 20% tips just for refilling your soda glass once during a meal. What does this have to with marketing and advertising? It reflects on your brand image and ultimately becomes it in the eyes of your customers. Your customers’ and potential customers’ impressions are your brand!

You probably heard about an airline’s mishandling of a guitar a few years ago, but this presentation is a tremendous teaching tool for employees and manager:

Is a customer of yours writing a song about you?

Video from Columbia Business School YouTube Channel

Interesting follow up video from Taylor Guitars who saw the original video and offers solutions to customers- EVEN their competition’s customers who own other brands of guitars! These guys understand that this little effort on their part was not only good for building brand, but it is also just good.