John DiJulius | Customer Experience Blog

Most people could care less if 92% of brands disappeared; The Harvard of CX
February 11, 2015, 8:50 am
Filed under: Customer Service

Is your brand meaningful to people? The Meaningful Brand Index, conducted by Havas Media Group, is used to measure the benefit brands bring to people’s lives and ranks over 700 brands among 134,000 consumers in 23 countries using 12 “areas of well-being.” Each brand is ranked based on the effect it has on quality of life for consumers. This study revealed some interesting findings, two that struck me, 1) brands in the Meaningful Brands Index beat the stock market by 120% and 2) most people in the United States would not care if 92% of brands disappeared tomorrow. 

 *Related: How you can become the brand your Customers cannot live without

201B & the 5:30 haircut – All businesses battle with going on autopilot and, from time to time, becoming numb to their Customers’ conditions. While consulting with a large hospital, I found out that too often their  nurses and doctors would refer to patients as “201B.” Saying something like “201B needs their medicine.” They were saying room 201, bed B, instead of the patient’s name. At John Robert’s Spa, we are guilty of doing something very similar. Our service providers can look at their next guest as a “5:30 haircut.” However, we have guests who ask their family members to purchase them a gift certificate to our spa for their birthday. After they get it, they request a day off from work, have it on their calendar, and are counting down the days until they can get away from work, relationships, kids, and all the other stresses in their lives. They look forward to coming into the one place where they can relax and be rejuvenated, so they can leave and continue giving to everyone in their world. I can’t have my service providers looking at their next Customer as their 5:30 or their third-to-last appointment of the day, before they can go out or home. I need them to be present with each and every guest.

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