I've written a bit about my bad experiences with Delta airlines. Having taken the trip I wrote about booking, I really don't have anything else to add. Most of the Delta counter agents were surly and too busy to be helpful. The friendliest (and most helpful) person I met in the Delta counter areas was the TSA baggage handler. The person Delta stationed in front of the lines to guide customers to the right place was not only rude, but extremely unhelpful. And I chalked it all up to the fact that I was a vacation traveler. Maybe Delta's promises of unrivaled customer service were for more profitable business travelers.
Then I read what Brian wrote about his Delta experience at Conversion Crazed. Clearly Delta doesn't care much for any of their customers.
So what does all this have to do with brand story? Just this: You can paint a great picture for your businesses in your advertising, PR, on the web, and other marketing materials. Your story may be brilliant. Your product may be great. But once your customers have tried your product or service, their experience becomes the brand story. Great experiences reinforce the story you tell. Negative experiences don't just mar the story, they annihilate it.
Ask any of Delta's marketing people what their brand story is, and I'll bet $100 that the "official" story doesn't match the average traveler's experience. Something to think about: how well does your customer's experience match your "official" brand story? Companies like JetBlue get it. Clearly Delta doesn't.
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