Don’t let efficiency kill the brand

Fellow Mature Market Experts blogger Dan Rexford wrote about Lou Carbone’s book, Clued In, several weeks ago . . . well, here’s another recent article about Mr. Carbone that you might find interesting. The article raises some great points about an unhealthy fixation on efficiency — at the cost of the customer’s brand experience.

Most of what Lou talks about, we practice at TR Mann Consulting with our clients. I should also mention that our friend and fellow mature market blogger, David Wolfe, discusses many of the same issues in his excellent book Firms of Endearment.

The executive summary is simple, remember, you’re trying to build a strong relationship built on mutual trust (and dare I say, love). Sounds easy . . . but just watch how many companies screw this basic principal up during trying times.

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