A common brand and consistency of local service

A common brand connects different outlets in customer perception. The consistency of the experience depends on the information, availability and mode of the service. At organisational level, it is necessary to understand which elements must be recognizable and which can adapt to the local context.

I propose to describe few concrete expectations of the customer, avoiding generic formulas on quality. Knowing where to ask for assistance or how to get information can be as important as what the store looks like. The use of the sign and actual commitments remain governed by the applicable agreements.

In a hypothetical example, a promotion communicated at the network level can generate requests at all points of sale. If the local conditions are different, the customer should be able to understand them before the purchase. Clarity requires a link between common communication and information available in the store.

Verification can start with real customer questions and recurring problems. Improvement should make service more predictable without flattening out each activity. The common brand acquires a concrete content when what it promises is understandable and sustainable in the different contexts of the network.