John Sills

A delayed train in Switzerland, and the response of staff, show how an understanding of a customer’s emotions is as important as delivering on the promised function.
Brands that don’t keep their promises across the entire customer experience are playing a dangerous game – The Foundation’s John Sills considers the remedies.
Addressing complaints is about more than simply fixing what went wrong, says John Sills; consumers require emotional reassurance as well.
The Foundation’s John Sills looks at four areas of brand activity causing headaches – and how history has been there before.