From the first customer service departments, which had the objective of informing, advising or managing the incidents, to the customer service, a service that integrated, in a single channel, all the contact points of the brand with its clients. The relationship of brands with their audiences has evolved a lot in recent times and in many ways.
The brand is a whole, the company, the product and the service it offers, and it is also the relationships or experiences that are established from all the contact points of the brand with the consumer. At the moment, with the creation by many costumer experience organizations, the brand-customer relationship makes a significant turn, this service places the customer in the focus of the relationship. It is a service based on the need of the company to maintain more humane and warm relationships, and aims to make the client feel positive experiences with the brand.
A brand can be excellent for a customer, but it is very difficult to be excellent for thousands of customers. The investment that organizations make in time and resources to relate to their clients should not result in a single and uniform response. In the brand-customer relationship, the most important thing is how we feel the client in this interaction. Let’s talk about Hospitality, a new relational concept based on emotion and feeling.
While the customer service is based on the quality of the service – from an internal perspective of the organization – based on norms, procedures and forms, with the sole objective of providing a perfect service; Hospitality is an attitude that goes from outside to the organization, an attitude based on feelings, in the observation and in the recognition of the other, always looking for, an emotional response from the client.
The customer-oriented brands involve recognizing customer satisfaction, the perception of value and the trust that the customer has with the brand. It is necessary to develop empathy and understanding, have a proactive attitude to dialogue with clients, how and when they want, and to foster a spatial, verbal and emotional reception.
Brands must increase their ability to receive feedback from their clients and have measurement tools to know the value they make of the experience they live in. This will facilitate the development of personalized experiences with regard to products or services, taking into account the processes of continuous improvement in the brand-client relationship. Getting to be a brand oriented to Hospitality only depends on each of the people that make up the organization.