Marketing communication needs to be consistent with customer touchpoints and/or experiences. Years ago the package delivery company DHL ran a prominent ad campaign claiming that they were “putting service back into the delivery business.” One ad showed a DHL delivery driver taking his shoes off as he sought to quietly deliver a package to a library.
One day during the ad campaign I saw a DHL truck and went up to the driver. I asked what type of training he had gone through to help fulfill the ad campaign’s promise. He laughed. There had been no training. It appears as though marketers decided to promote a new brand promise/Identity without the organization building the ability to deliver on the promise.
Remember, to your customers, you are your touchpoints (not your marketing promises).
This post an excerpt from my book, TOUCHPOiNT POWER! Get & Keep More Customers, Touchpoint by Touchpoint (William Henry Publishing, 2013), an Amazon international top 10 customer service best-seller. For information and to order, visit TouchpointPower.com or view the TOUCHPOiNT POWER! listing on Amazon.
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