None of us enjoy working for bosses who are sweetness and light one day but sour and angry the next.
If we’ve got to walk on egg shells because of the boss’s mood swings, we will almost certainly start looking for another job.
It’s much the same with customers. They will move on unless they enjoy a consistent experience from the brands they choose to use.
If they were attracted by the marketing and they like the product itself, they expect every interaction with the brand will be congenial.
They will feel bitterly let down if the brand’s call centre fails to live up to their expectations or if the returns policy is not as good as they anticipate.
Every brand encounter counts and it’s our job to ensure that every interaction is a good one.