How a customer feels about a company is based on many different factors. When we research on your behalf we are helping to map out the ‘personality’ of your brand, its tangible delivery to your customers and its performance against your competitors.

Branding sets an expectation, so every aspect of your business needs to be consistent with the brand values. The more you promise distinct values, such as customer orientation, the more you need to monitor your brand performance.

For example:
a company makes the claim:
‘Our customers are our No.1 priority’
then you try to call them ... you’re held in a queue for 15 minutes ... hearing 60 repetitions of how important your call is… then you speak to a polite, remote voice who can’t help you because your question isn’t covered by their script and the computer says no.

So much for No.1 priority – yet they specifically said you were – so now you can add a lack of trust to your frustrating experience. The claim is not only ‘not working’ – it is actively working against the brand.

If you aren’t consistent and coherent in your operations, content and style, your customers will be the first to tell you.