Bouncing back when things go wrong | WARC | The Feed

How brands respond when things go wrong can be even more important than how they connect with customers when things are going right, according to Sam Sterling, chief strategy officer, APAC at design and communications agency AKQA.

How brands recover from interaction setbacks can radically alter the course of the customer relationship, Sterling writes. Expectations are increasingly set, not by interactions customers have just with the brand itself or even its competitors, but across all interactions with all organisations.