The sense of brand ‘betrayal’ is high at the moment (MWlinks.co.uk/BrandTrust) and people will only start trusting brands when their post-sale experience starts matching the pre-sale wooing. How about insurance companies getting out from behind their Ts and Cs and communicating honestly, and luxury brands making their whole brand communication experience as good as their ads?
None of this is hard. Nor is it expensive. It simply needs a change of perspective. We need to realise that the way we communicate with customers is even more important than how we communicate with prospects. Because even when we’re out of recession, people won’t have forgotten how we treated them when they bought from us.
Mark McArthur-Christie, Managing director, Freeman Christie