Branding and Retail Trends for 2016 – Trend #3 14th January 2016
Creating a service-centric mentality
In a country renowned for its warmth and hospitality, we fall short in providing a service brand experience. While organisations have started improving the quality of products retailed, because consumers now have a range of brands to choose from and they will only choose the best quality at a given price band, the sales attendants and consumer care personnel treat the sales as transactional (read as meeting sales quotas). Building product knowledge, professionalism and a genuine consumer care among the front line and back end service providers is a key differentiator. The consumers who buy brands are the ones who will refer you if the entire experience provided is exemplary and distinctive.
Cathay Pacific is a service brand that has been consistently ranked as the world’s best airline by Skytrax. It has unfailingly raised the bar in upgrading its product, passenger comfort and service standards in accordance with its brand pillars. The raising of the bar happens by having a consumer focus and constantly listening to their feedback and more importantly – acting on the feedback. Cathay Pacific lounges, in-flight seats, the food and beverage selection, and service both on-ground and in-air merge the entire product-service experience to seamlessly tie into the overall heart-felt service brand experience.
Keep watching this space for 2016’s Branding and Retail trend #4.