Love Is in the Air

Abstract

Almost every company judges itself against other companies in the same category, yet as customers we don’t. We judge the company against our own Rolodex of personal experiences and we are very clear as to what makes a memorable customer experience. Companies that are thriving at the moment understand the importance of this. Which is why part of the philosophy and approach with clients is to help them take the blinkers off and aspire to behave as a ‘Best in Class’ company, not just ‘Best in Category’. This chapter introduces the first three of six ‘Best in Class’ company behaviours which really do separate the best from the rest: ensuring that image and experience match, being constantly inside the heads of customers, and being brave yet disciplined.