Transactional orientation

  • Colin Shaw

Abstract

I do not tell you this story to impress you that I drive a Jaguar, but to impress upon you a few traits of the Transactional organization. In the Transactional organization the brand and the actual Customer Experience are not aligned. A great deal of time is spent by the Transactional organization in building its brand image, but it has not gone that critical one stage further and defined how it will manifest itself in the Customer Experience. This disparity drives customers to feel distrust and disappointment, as this consumer from our customer research1 outlined:

Mostly it’s unbelievable and I guess it’s a function of age and when you reach 38 you realize that they [companies] are projecting a message that in the majority of cases is far from the truth. Consumer interview

Keywords

Marketing Product Line Lost Candy Hate 

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Copyright information

© Colin Shaw 2005

Authors and Affiliations

  • Colin Shaw

There are no affiliations available

Personalised recommendations