Bridging the gap between brand promise and customer experience
ZDNet | June 1, 2014
For marketers, social media is a vast laboratory in which buyers offer detailed feedback about products, features, service delivery, and general sentiment about brand and company.
However, for better or worse, on social media this feedback loop plays out in public.
If buyers, prospects, and observers have positive sentiment, those views become part of a shared public record that supports the brand and is available for anyone to see. On the other hand, negative views can quickly go viral and cause damage. There are many negative examples, but Motrin Moms and United Breaks Guitars come immediately to mind.
In the digital world, characterized by high transparency and the rapid spread of information, brands must pay special attention to disparities between their brand promise and consumers’ experience.