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Tuesday, February 8, 2011

Brand Keys study: Good enough is not good enough

Media Post is publishing a series of stories this week which reveal insights into the annual Brand Keys study of customer satisfaction (how to earn it, and which companies have done it). It’s a worthwhile piece of research, and you can see the initial story by clicking here.

Implications: I’m pleased to see a couple of my favorite brands on the top ten list (Nikon and Apple). And I’m eager to be able to review these insights as they are rolled-out, to see what kinds of behaviors others might adapt… to delight their customers and grow their business.
A few “delight” words I’m thinking about right now, based on what I’ve read so far:

Design, intuitive… Apple.

Teaching, enabling… Nikon.

Responsive, realistic… Hyundai.

You cannot copy what Apple, Nikon or Hyundai does (nor would you want to). But you can notice why they’re a hit with customers, and ask how you might bring these attributes to your customers in your own, unique way.

Mike Anderson, for the Elm Street Economics consumer trends blog. A service of The Center for Sales Strategy, Inc.

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