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In this new social landscape that we live in, the customer plays a critical role in the dilution or reinforcement of a brand’s identity. Each brand experience triggers an encounter that is rich with emotion. Updates, posts, tweets and other forms of self-expression become the platforms for these experiences.
The effects of these shared experiences on social media are extremely powerful. For example, here’s what one airline executive discovered in an online conversation where customers were talking about his brand:
This airline sucks. When I checked in, I was told, “I’m sorry, there’s nothing we can do about bumping you off this flight or losing your luggage.” Really? Well not only did you just lose a customer, I’m going to go out of my way to ensure that no one I know flies with you again.
When such experiences are shared on social networks and everywhere else (both online and offline), they act as guides for other consumers seeking input and direction from peers and experts.