The Polygraph vs. The Experience
By April Ryan
Burger King's new ad campaign featuring NASCAR driver Tony Stewart will show Stewart submitting to a polygraph test in a series of commercials and an online webcast to prove the authenticity of his endorsement for the Whopper sandwich. That's a test that can only be successful when a customer has genuine attachment to a brand through the quality of its products and customer service.
As the current economic climate challenges retailers everywhere to prove themselves worthy of each customer's time and money, how do retailers achieve this level of customer loyalty? How do they know what aspects of their brand and products their customers are attached to and why?
Well-designed customer experience and customer satisfaction measurement programs can turn casual customers into true brand advocates when the data is used to present products and serve customers consistent with their expectations.
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