From adoption to adaption
Tracey Follows
Service brands in particular need to embrace the dawning of an era of 'adaption' through collaboration with consumers, exemplified by brands such as Starbucks, Best Buy, Zappos and AT&T
Complaints about brands by dissatisfied consumers, sent in the form of a letter to a company's PO Box, were once privy only to the sender and recipient. Thanks to social media, and all things webby, those complaints (along with positive suggestions and ideas) are now transparent for all to see.
Many brands have chosen to encourage this kind of consumer participation in their communications. The...