Transparency is a major factor when it comes to brand management. While consumers want to know things such as sales, contests, giveaways, etc., they appreciate more when the company is able to show potential falls. Back in 2012, Apple received a major backlash from the usage of their Maps system on the iOS device. The company’s president, Tim Cook, posted a letter on its website and social channels not only taking ownership of the issue at hand but assuring the problem was to be resolved. Facing a major controversy, Apple had to take the extra step in deferring its customers from using their standard program to third party applications. After the Cupertino based company’s problem has been resolved, Cook and the company were praised for their willingness to be open about the failure.
Customer Service today is not only done over the phone but now across all media platforms. Chipotle, one of America’s most discussed fast food chains, has always managed to stay on top, when it comes to its use of proper service when responding to customers. Joe Stupp, Chipotle’s Media Manager, gave an interview to Mashable stating that each of team member personalizes their post by signing their name at the end. It helps to not only establish a connection with each customer but also allows each team member to individually help solve a customer’s inquiry.
Not every promotional item has to be used at a trade show or event. Many upper level employers like to show appreciation to their employees through corporate gifts. The gift not only helps show appreciation to the company but also serves as an overall morale booster. Popular gifts include paperweights, towels, mugs, and water bottles.