with an image which is rated on a
goes to the heart of creating trust and
address the customers’ expectations,
Responsibility scale. The fact that the
graduate to be “Responsible”
this is no focus stage.
The company can push products and
This is followed by the reactive stage.
services to the consumer in many
Company graduates to understand the
ways, if it does, the result is likely to
expressed desires of the customers
be a set of fragmented and vastly
and identify their problems and start
an advertiser.
varying experiences for customers. The
attending to them as and how they arise.
“Being Responsible” becomes major
a consistent quality of experience across
image makeover in the company’s brand
multiple channels, which qualifies them
management exercise. The new focus
to be recognised as being Responsible.
Brand is now rooted in an individual’s experience has demolishes the myths of traditional advertising. The experience is the outcome of one’s interaction, which cannot be predetermined or pushed by
must be fostering consistent feelers in this domain. A collective experience of the customers that creates the trust and in turn defines the Brand. Creating a unified experience across multiple domains such as banking, engineering, travel, hospitality, healthcare etc. represent a new challenge to firms that
January 2013
challenge to managers is one of ensuring
In the third stage it is responsive. A responsive company doesn’t merely react to customer’s complaints; it performs consistently and without
Different stages of establishing the
complaint, demonstrating through
Responsible tag.
voluntarily actions its concern for
Companies have evolved through several stages in their practice of managing customers and their reactions. Let us assume the company cannot
customer satisfaction. A responsive company might call back a defective product and replace it for free. In both the reactive and responsive
industrial business MART
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