Brand Promise
Our communications should all play back to our heritage and the characteristics of an “engaging experience”. Engaging experiences are:
Available
Readily available to the customer any time, anywhere and on their medium of choice. For example, United Airlines enables you to book a flight, choose your seat, check in, and get flight delay info 24×7 from your desktop or mobile device. At a minimum, The Langdale Company will make information on all affiliate services/products available 24×7.
Collaborative
Facilitates interaction with others (e.g., social networking sites like Facebook), unlocks tremendous value, is personalized, crosses boundaries between business and personal networks. For example, booking a vacation and reading reviews from previous guests at Yelp.com to find out more about hotels or restaurants in the area.
Compelling
More interactive and entertaining — for example, Nike.com website where you can customize your own shoes with NikeID, order different right and left shoe sizes or different colors for the sole, base, lining, etc.
Easy-to-use
Interactions and transactions are easy. For example, Amazon.com with one-click purchases. Users should be able to find information pertaining to the product or service easily.
Responsive
Allows you to respond to the customer in a timely fashion, such as live chat on a customer support or direct commerce website — for example, Amazon.com offers to call you at a time you specify. Amazon.com knows who the customer is when the call starts, there is no wait for a representative, and the rep is ready to immediately resolve customer problems.
