The customer is NOT always right
Posted by Rikki-Lee Schmitt on June 18th, 2007 at 5:32pm
The customer is always right - or are they? An intersting article on BrandChannel.com defines despeartion and eagerness to please customers at all costs, as detrimental to a brand’s equity. This applies mainly to B2B marketing strategies. Karl Treacher compares B2B relationships with romantic relationships - whoever has the upperhand dominates.
Have you ever been in a relationship where you lose respect for someone who obeys your every demand and doesn’t speak for what they truly beleive in? It may be good in the short term, but their desperation causes you to lose respect. To gain integrity, companies must stand for something. Gain respect, loyalty and strong brand equity by upholding your organisational values.
Read the article: Does your brand have hand?
Posted in Imagination, Insight
