Customer service expert and behaviouralist Ken Hughes on Tuesday (3 June) told ITT conference delegates the consumer of today "expects way more than they ever did before".
He ran delegates through a five-point brand ladder running from dissatisfaction upwards through satisfaction, delight, engagement and finally empowerment. Hughes said brands should, as a starting point, be aiming to delight their customers.
"But what happens if you keep going? If you go past delight?" he posited. "You get to an engaged, empowered consumer – an engaged consumer has a tribal sense of belonging, while an empowered consumer is one who sells your product for you."
