Your Company Does Not Own Its Brand « Customer Experience Matters
Short article but the message is building a brand is about making and keeping promises. Companies do not own their brand exclusively. Companies share ownership with their customers.
My thoughts:
Often times managers assume too much about what customers think of their brand without looking at the empirical evidence.
Voice of the customer programs can be a real eye opener. In some cases, managers and executives are so entrenched on what they “think” customers think of the company that customer survey feedback can almost turn into an intervention.
Knowing what customers really think of you and acting on the feedback is crucial to long-term success.
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