You can't be all things to all people ...

Sort out your Segmentation. Great brands understand their market, intimately. They have a deep understanding of which service attributes (speed; convenience; accuracy) each customer segment values and will pay for (and what they don't and won't). They select their customers based on their ability to deliver great service against these attributes, at a profit. They focus on these strengths and do not try to be all things to all people. Tesco do this well, using their Clubcard to understand the nuances of customer behaviour and avoid 'the fallacy of averages'

Don't make promises you can't keep ...

Make sure your service delivery works. Great brands match their service delivery to the requirement of each segment, exactly. They make sure the excellence is where the customer values it (and nowhere else). They avoid doing things they are not great at. McDonalds is a good example of this

Involve the customer in the service experience ...

Develop a unique service experience. Great brands find ways of integrating their customers into the service delivery process, intimately. Both supplier and customer become intertwined, as one. Value is then shared fairly throughout the service delivery process and pricing reflects this principle. Customers feel they get a great deal and wouldn't dream of looking around, why should they? Starbucks is a good example of this, turning a cup of coffee into a social event

Bring your brand to life ...

Be consistent in your behaviour with customers. Most importantly, great brands train their people to behave in a way that brings the brand promise to life at every service interaction, consistently. The customer experience is always great regardless of how or where that interaction takes place. Everyone behaves in a way that promotes the brand promise, so that customer expectations are continually met or exceeded. First Direct do this well, consistently rating the number one Bank for customer satisfaction, with a glowing 96% of their customers prepared to recommend

Look, listen and learn ...

Finally, great brands focus on creating a culture that supports the delivery of the brand promise. They learn and develop capability over time. Orange are an example of doing this particularly well

Repubrand® can help you and your people learn to do these things better and move even closer towards greatness in customer leadership

To learn more, contact Colin Gruar