"Great marketing can prop-up an average service model and experience, but a great service model and a great experience is its own marketing."
Joe Heapy shares with The Drum what misalignment between the brand proposition and the service proposition mean for consumers and why the customer experience function should now be in control of the brand.
Customers won’t thank an organisation if its service proposition doesn’t match its brand proposition. Promoting the brand proposition isn’t enough anymore, businesses now have to be able to uphold it with a strong service proposition or the message won’t seem genuine. The winners are those businesses that either innovate the service model, have mastered customer experience – or both.
Read the full article here