Bridging the Gap

One of the biggest challenges facing the marketing world over the next 10 years will be the increasing importance of the conversation. The Cluetrain Manifesto (Levine, Locke, Searls & Weinberger, 2000) defined markets as conversations between companies and customers — a conversation that has since expanded between customers.  There is always someone a “step ahead” of you, and easy access to other user experiences and long-term opinions affects the assumptions of loyalty.  Both of these trends provide significant opportunities for marketers, and brand experience holds the key to maximizing the opportunities. As competition is getting tougher and tougher, marketers have to deliver exceptional customer services because in the long run, customer may not remember the product, but the services delivered in a proactive manner are always remembered. This milestone can only be achieved by bridging the gap between the company and the customers.