In this article, you'll learn...
- How to protect your brand's reputation
- Post-sales steps to enhance your brand and boost the customer experience
The company clearly understood the market. Early reviewers praised the product's performance. The product included all the right features and benefits.
It was obvious that the company had made a significant investment in branding its flagship solution. The name was short, crisp, and evocative. The logo was memorable. The promotion was compelling, frequent, and consistent.
At the heart of the company's pitch was the implication of a threat to my business if I continued to operate without its product. So I made a special trip to the store to purchase it right away.
Broken Promises Damage Brands
The problem was I couldn't install the product. What's more, it took 24 hours to locate someone who could.
After several hours on hold and several managers' promises to escalate the issue, I finally reached someone at the company's headquarters who succeeded in connecting me with a service person authorized to resolve the problem. She entered a functioning code, and the installation began in a matter of minutes.
The trouble was that in the intervening 24 hours, the company's failure to deliver on its promise had tarnished its reputation. Due to a series of post-sales mishaps, the company had counteracted months of well-executed marketing investments. What a shame.
Eight Steps You Can Take to Protect Your Brand