Jul 09

In this age of ubiquitous connectivity and 24/7 communication, one frequently hears the term “information overload” and rightfully so. The constant simulation via a variety of media all around us – cellphones, web, TV, electronic billboards etc makes us either extremely informed or completely unresponsive – depending on which side of the digital divide you are. Given this scene, one would have thought that organisations would have got their ducks in a row i.e. ensured that communications across all channels are aligned to the core values of the brand, products are promoted with a consistent message and most of all – all stakeholders are educated about the brand and products.

Now this couldn’t be further from truth. You know what I am talking about if you have been interacting with, let’s say, front desk staff of a hotel, a dealer for electronics appliances, an airline call centre agent or a financial advisor of an insurance company. In a typical scenario, you ask them about a particular promotion, product, feature, specification etc. and more often than not you are met with a blank stare or a nervous apology. You, the customer, are left wondering as to how come you know more about THIER business than they themselves do. The answer is quite simple. While companies pay a lot of attention and spend a fortune pushing marketing messages aimed at customers, they seldom bother to align it with the communication going to the staff, channel partners and everybody who represents the brand in the marketplace. And all this while, the smart customer is devouring all the information that comes his way, telling others and forming opinions about the brand. As they say, some still don’t get it.....