Reconnecting
Customer
Yourbrandisyourcompany’spromiseto
its valued customers. No matter what
typeofbusinessyou’rein,deliveringwhat
Service
you promise is the key to your success.
Whetheryouofferaserviceoraproduct-
howit’sdeliveredtoyourcustomersevery
day is what differentiates you from your
to Your
competition.
Inthesechallengingeconomictimes,with
Brand
our focus on increasing (or maintaining)
the bottom line, there appears to be less
andlessofanemphasisonthecustomer
experience. This, in turn, leaves cus-
Promise
tomersfeelingcoldandundervalued,and
ultimately,willcompromiseyourbrand.
As the owner of Suasion Communications Group/Smith O’Keefe,a full-serv-
ice communications agency, my staff and I execute marketing and public
relations campaigns.Communicating brand messages through story place-
ments, e-mails, websites, social media and advertising is what we do every
day. We are charged with designing,communicating and managing a brand
message through these various channels - but once the message has been
communicated, it’s up to each of our clients to make sure it is delivered
properly at the point of customer encounter.
Take a minute to think about the elements in your business name,logo and
experience - what do they symbolize and what are the customers’ expecta-
tions when they do business with you? Every brand conjures up an image.
Now more than ever,it’s essential to reconnect to your customers and have
bySusanAdelizzi-Schmidt
an accurate understanding of where your brand image stands in their
minds.
82 November a79 December 2009
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