373: Managing Brand Touch Points to Meet the Organization's and Customers' Goals
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My father-in-law and I are on our way via floatplane to a remote river for a day of trout fishing.
Guest
None today; just me reflecting on recent events.
Summary
In this episode, I recount my recent fly fishing trip to Alaska, reflecting on how various organizations shaped my experience. Delta Airlines impressed him with personalized service and proactive rebooking. In contrast, an overpriced and unwelcoming airport hotel in Detroit left a negative impression. The Bear Trail Lodge in Alaska, however, stood out for its commitment to guest experience, environmental consciousness, and celebration of local culture, reinforcing the idea that a brand is defined by a series of customer touch points, not just its primary service.
Key Points:
A successful vacation, and by extension, a positive organizational experience, depends on mindset, handling unexpected issues, and interactions with external organizations.
Organizations like Delta Airlines and the Bear Trail Lodge demonstrate an understanding that their overall brand and reputation are built upon numerous customer touch points, not just their core service.
Personalized service, attention to detail (like a handwritten note or addressing customers by name), and embodying a brand's values contribute significantly to customer loyalty and satisfaction.
About Jeff
Jeff Ikler is the Director of Quetico Leadership and Career Coaching. “Quetico” (KWEH-teh-co). He works with leaders in all aspects of life to identify and overcome obstacles in their desired future. He came to the field of coaching after a 35-year career in educational publishing. Prior to his career in educational publishing, Jeff taught high school U.S. history and government.
Jeff has hosted the “Getting Unstuck—Cultivating Curiosity” podcast for 5 years. The guests and topics he explores are designed to help listeners think differently about the familiar and welcome the new as something to consider. He is also the co-host of the Cultivating Resilience – A Whole Community Approach to Alleviating Trauma in Schools, which promotes mental health and overall wellness.
Jeff co-authored Shifting: How School Leaders Can Create a Culture of Change. Shifting integrates leadership development and change mechanics in a three-part change framework to help guide school leaders and their teams toward productive change.
Show Credits
"Getting Unstuck" is commercial-free. It’s brought to you by Jeff Ikler, his amazing guests, and Neil Hughes, the best engineer a podcaster could ask for.
"Getting Unstuck" theme music: Original composition of "Allegro ben ritmato e deciso" by George Gershwin. Arrangement and recording courtesy of Bruno Lecoeur.