Exceeding Customer Expectations

- September 5, 2012

Action Wednesday/Process

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing.  Today is Action Wednesday and we are discussing grading your brand in terms of how well you are meeting/exceeding your customers’ expectations.

What prompted me to think about grading customer experience is that over the last few months I’ve been out shooting a documentary on historic Route 66 across the state of New Mexico.  I have my own expectations around what historic Route 66 is all about and I decided to grade my experience on the road against those expectations.

Let’s grade Route 66 now based on my expectation criteria.  As far as scenic beauty goes, I have to say it was an A+.  If someone is seeking natural beauty you will see that on Route 66 across the whole state.

With respect to history I give it a B+.  Numerous remnants of the history including the road itself, early New Mexico history and Native American history were there, however, you had to look for it.

Culturally, New Mexico is a very vibrant state with deeply rooted Hispanic, Native American and even old west culture.  I was able to see that diversity represented across the state although it was a little harder to get involved and experience it.  I give this element a B+ as well.

Nostalgia about Route 66 and the Americana theme get an A-.  At times it felt like I was 50 – 70 years back in time along certain sections of Route 66.

Lastly, in the area of personal experiences I would give Route 66 a C-.  There were not enough things for me to do whether it was Route 66 related or not.  This contrasted sharply against the numerous landmarks that you were able to see.

The strategic question for you today is; are you exceeding customers’ expectations?  Your action item is to literally grade your business in terms of meeting customer expectations.  Select a few of the key components you think are the cornerstones of your brand and then give them a grade.  Pat yourself on the back for those elements that are high.  For those items that score a little bit low, make it a priority to determine how you can enhance the experience for your customers in the future. 

That concludes Action Wednesday.  Join us tomorrow for Recon Thursday.  To discuss an online or face to face service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or onceadaymarketing@gmail.com.  I’m Jim Glover, That Branding Guy, for Once a Day Marketing and we’ll see you next time.

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