After listening to this really cool interview with Adam Toporek in Episode 059, about the customer and the relationship brands attempt to have with a customer, John Gregory Olson and I got to yakking about this brand v. customer thing.
Can a brand have a relationship with a customer, or is it a person to person thing?
Who Is A Brand?
People wonder all the time (because I do ergo others must, as well) who is the person behind the brand that helps build a relationship with the customer. Each of us is used to complaining or thanking a customer service rep or the call center (that usually gets the call because we can’t find something or there’s a problem). But, that department is not oriented to brand building. WHY?
Why isn’t the call center trained to be more oriented to building customer relationships? It’s a conundrum, but we think the SMB — small to medium enterprise has an opportunity to be flexible and accountable to customer relationships.
In this episode, you truly do need to be working out as you listen. You’ll find your feet pumping faster to the pace as John allows me to truly cut loose and go off script as we ponder ‘brand.’
In this episode, we talk about Chipotle, VW, Adam Toporek, Saks Fifth Avenue, Babolat, and more. Promise, we do come full circle to toss it back to you to consider whether there is truly an answer, or just another ponderence/ponderance. (See? That’s not a word, so the spelling is presented both ways to see which looks best; take your pick!)