True romance - delivering the brand promise

Roger Sant

In service industries, customer relationships are built on experiences – good and bad. If the experience doesn’t live up to the brand promise then the relationship will fail.

True Romance

Delivering the Brand Promise

Roger SantResearch International, United Kingdom.

DELIVERING THE BRAND PROMISE

The importance of the customer experience in service markets can be put into context by first considering another market – packaged goods. In the fast moving packaged goods industry, relationships are created mainly by brand image and delivery of the brand promise comes via fulfilment of that image. For a lot of products, the actual experience is less differentiated and hence the measurement of that experience is less important. When was the last time you heard someone comment on what a fantastic bottle of...

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