Eddy Odden, former CEO of Leo Burnett Advertising Agency
recently observed:
- Deliver the brand promise:
- Always under promise and over deliver.
- Make sure the customer's shopping experience with you is a positive one in every respect
- What your ad promises must be followed through in-store and with the after sales service.
- Do not underestimate the importance of your staff and staff training in meeting your business goals.
I was pleased to read this as I've been grumbling about the lack of training for a sometime now. I also noted in this month's Scientific American Jeffery Sach's article extols the virtues of Check Lists. Pointing out that successful surgery and airline crews depend on Check Lists and decision trees. These e-Training Manuals I've been producing for Gull Publishing are full of exactly that: Check Lists and decision trees.
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