Customers don’t care about your internal structure, they just want a brand that delivers

This time of year is characterised by a number of things – difficult conversations with the chief financial officer (CFO) about your marketing budget as they seek to squeeze every penny out of the year-end, and the annual company restructure. Just as people have got used to the last reorganisation, along comes another.

Secret Marketer

But why? Why can’t a business go through a period of calm and let people plan for the future with some certainty? Why is a request for stability seen as a sign of weakness that you are scared of change? And when will people realise that such disturbances take focus away from marketers, who were put on this planet to look after the customer?

Customers do not care about your internal structure. They want a brand that delivers consistency of experience regardless of who they speak to, irrespective of where they transact or the reason for that engagement. Some brands manage to do that, no matter what turmoil is going on in their organisation, but others feel they have to meddle – seemingly believing that making employees worry about their future, and changing the vision annually, will somehow make them deliver an outstanding customer service.

I’m not saying that businesses should rest on their laurels – brands must keep an eye on the competition, customers’ changing perceptions, and how technology is changing the art of the possible. But they must do this under an aura of evolution not revolution; they must reassure the customer that what is happening is all part of a customer-focused master plan, which is in their interests.

The latest announcement at my brand makes sense, and for some customers it will enhance their experience. The hard bit is getting my team to come along with it, and in turn, ensuring they continue to give exemplary service to our full customer base – especially those who will see no benefit from the upheaval.

Ah well, not to worry. Another restructure will surely soon follow. I just need to convince my CFO that I need my budget intact to convince customers it is business as usual.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here