urn:lj:iziblog.net:atom1:removercomplainremovercomplainremovercomplainrmvr_complaint@yahoo.comremovercomplain2007-07-20T05:28:10Zurn:lj:iziblog.net:atom1:removercomplain:321Branding Guru - Brand Identity Guru - complaintremover2007-07-20T05:28:10Z2007-07-20T05:28:10ZBranding Today<br /><br />Have you ever had a good brand experience? How about a bad brand experience? Is there a difference in your mind? How many people do you tell about a positive brand experience? How about for a poor brand experience?<br /><br />One poor brand experience will not destroy a firm. One poor brand experience per day, however, can ruin a company in the long run for sure. It's really easy math. If one person receives a poor experience with a brand, they might tell 10 people. At 365 days a year that's over 4000 people per year. Yikes! Not good at all.<br /><br />So, how can your employees protect your brand everyday?<br /><br />It all depends on delivering your internal brand and training. Not only do you have to train employees on customer service issues but also they must know how to deal with a customer that is upset or has a problem.<br /><br />Let me give you an example. I purchased some artwork on a Carnival Cruise. Upon purchase from the vendor (not from Carnival Cruise itself) I requested custom frames. The vendor, Park West took my order and informed me that it would be 6-8 weeks for delivery.<br /><br />10 weeks later I called Park West. They told me it shipped. I received my artwork 3 weeks late. I was so excited and I ripped the packaging away only to find they did not put on the custom frames. I waited 10 weeks for nothing.<br /><br />I called Park West immediately. Guess what? I was going to have to wait another 6-8 weeks for the correct replacement. I asked for a refund and a pick up of the incorrect artwork. They denied me and said it was a final sale.<br /><br />I called my credit card company. Guess what? The charge went through my Carnival Cruise account. I called them. Guess what? They would not help me, as it's a third party vendor. This is a third party vendor that Carnival Cruise has partnered with.<br /><br />Did I mention that this was my 19th Carnival Cruise?<br /><br />Long story short I had to pay to ship my artwork back and my credit card company took care of me.<br /><br />I will never take another Carnival Cruise again.<br /><br />How could Carnival save itself from losing me as a customer? It's really quite simple. Ultimately because the charge went through Carnival they needed to take responsibility. They should have said you're a valued guest and we will credit you immediately. At that point I'm thinking wow, Carnival is even better than I thought. But instead I'm writing this article and never ever going on another cruise with them.<br /><br />Carnival could have saved the brand. If they had gone the extra mile to put themselves in my shoes, I would have had a positive brand experience. I would have used Carnival again, and I would have probably told everyone I know how great there service was. Developing a proper internal brand strategy and training is the key to delivering a positive brand experience. Don't make stupid mistakes with your brand.