{"id":118827,"date":"2021-05-03T08:00:22","date_gmt":"2021-05-03T15:00:22","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=118827"},"modified":"2021-05-03T08:00:22","modified_gmt":"2021-05-03T15:00:22","slug":"your-brand-promise","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/your-brand-promise\/","title":{"rendered":"Your Brand Promise"},"content":{"rendered":"

Happy Holidays!<\/b><\/p>\n

Today and tomorrow mark very important holidays.\u00a0 May The Fourth and Cinco de Mayo.\u00a0 We will use these days to celebrate the great victories achieved by the rebellion over the Dark Side and overcoming the French forces of Napoleon III.\u00a0 As you probably can guess, I\u2019m just having a little fun.\u00a0 However, there is a reality that many companies will jump on a marketing campaign to take advantage of any little holiday – or non-holiday – to push sales just a little bit.\u00a0\u00a0<\/span><\/p>\n

In my retail days, it was often said that between rent, cost of goods and services and payroll, most companies did not make a profit until the day after Thanksgiving – which came to be known as black Friday because – in accounting parlance – it was when the books went from the red (negative profit) and into the black (positive profit).\u00a0\u00a0<\/span><\/p>\n

Of course reality is very different than that.\u00a0 For example, many automotive retailers see a big boost during tax return season and I\u2019d venture a guess that ice cream shops don\u2019t make a bulk of their profit in November.\u00a0 I\u2019m also fairly certain that the companies that sell halloween costumes don\u2019t count on Christmas shopping to bail them out.<\/span><\/p>\n

Can Holidays Hurt Your Sales?<\/b><\/p>\n

This really is an interesting question.\u00a0 Clearly if a store is closed down for a holiday, they are losing money. They will be paying rent, probably holiday pay and depreciation on equipment that day – without any income at the physical location.\u00a0 Look at the day before, there could be a rush knowing that people will need to visit – for example – a grocery store the day before the closure.\u00a0 But these types of holidays only come a few times a year.\u00a0\u00a0<\/span><\/p>\n

One of the ways that brands can oversell themselves is by celebrating every holiday – breaking that brand promise with the customers.\u00a0 Imagine an Italian restaurant chain celebrating Cinco de Mayo by changing their menu on that day.\u00a0 It may drive some customers in for an impromptu celebration that day, but it will also alienate loyal customers that go there for the Italian food only to find it might not be available.\u00a0\u00a0<\/span><\/p>\n

My daughter and I had an interesting conversation a few weeks ago about Earth Day.\u00a0 Her comment to me, one that is hard to disagree with, is that every day should be Earth Day.\u00a0 However, I discussed the implications of finding a way to raise awareness through marketing.\u00a0 While some companies use the day to announce their commitment to sustainability, there are others that basically make a mockery of it and are called out for it, as in <\/span>this example<\/span><\/a>.\u00a0 Sometimes, it would benefit a company to just be quiet on that day rather than present an image which can be quickly called out – by industry analysts and customers alike.\u00a0\u00a0<\/span><\/p>\n

 <\/p>\n

What Is A Brand Promise<\/b><\/p>\n

The idea that we can alter the image with a marketing campaign is a fallacy in my view.\u00a0 Ultimately, each consumer will have their impressions of a brand in their own mind.\u00a0 The two things that a company can do to change that impression is to 1) first understand that impression and how it relates to the <\/span>customer experience<\/span><\/a> and then 2) innovate based on that feedback.\u00a0 However, one should recognize that there is risk in innovation.\u00a0 Your innovation today, could drive out another set of customers tomorrow.\u00a0\u00a0<\/span><\/p>\n

I frequently speak about the <\/span>customer experience strategy<\/span><\/a> and how it should impact a way a company conducts business.\u00a0 It was traditionally the way to simply understand that brand promise, just a standard <\/span>customer satisfaction survey<\/span><\/a> to diagnose.\u00a0 There was another process to look at improving customer experience and innovation.\u00a0 Too often that innovation looks within a firm and the minds there instead of using that same <\/span>measurement<\/span><\/a>\u00a0 approach to ask customers to support that in real-time.\u00a0 It is the reason we built <\/span>NPS+<\/span><\/a> as we give firms a way to look at the future today.\u00a0 Not only do we reduce the time commitment from your customers to take the survey while enhancing analytics, we have also asked them to participate in bridging that gap with us.\u00a0 The opportunity may only happen once with each customer.\u00a0 Like me, ideas come up while working on something specific, then go away just as quickly, never to be brought back at the right time again.\u00a0\u00a0<\/span><\/p>\n

Yes, the gap between brand promise and customer experience is measurable and it should be at the forefront of every <\/span>CX touchpoint<\/span><\/a> that is evaluated.\u00a0 Remember, no company has a Jedi Master on their staff, minds cannot be read, instead the questions must be asked.\u00a0 So ask the questions, and May the Fourth be with you.\u00a0 <\/span><\/p>\n

Parting thought<\/span><\/i>:\u00a0 Next Tuesday, May 11th, we will be hosting our user conference called <\/span>XDay North America<\/span><\/a>.\u00a0 We have a great lineup of panelists and speaking, hope you\u2019ll be joining us.\u00a0 Similarly, you can read the minds of some of the top experts in the field, but you can hear what Kellog\u2019s, Amazon, and the NBA do to deliver on great experiences.\u00a0<\/span><\/p>\n

QuestionPro offers some of the most advanced customer experience tools available.<\/strong> Gain valuable insights into your customers\u2019 thoughts and feelings using\u00a0<\/span>QuestionPro CX software<\/span><\/a>\u00a0today.<\/span><\/p>\n

Book Demo<\/strong><\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Happy Holidays! 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