There is a lot we can learn from great companies, big and small. Many books have been written about companies like Disney, Nordstrom, Ritz-Carlton and Apple. And, once we learn how they do it, the key is making it work for our companies. It’s not about just learning, but also about executing what we learned. […]
There is a lot we can learn from great companies, big and small. Many books have been written about companies like Disney, Nordstrom, Ritz-Carlton and Apple. And, once we learn how they do it, the key is making it work for our companies. It’s not about just learning, but also about executing what we learned.
The reason I bring this up is that I was reading an article about the top global brands. Interbrand just released their Interbrand Best Global Brands list, and it won’t surprise you to find out which companies are at the top of the list. The winner this year, and for the sixth year in a row, was Apple, who nudged out Google at the number two position, which has owned that position for the past six years. Coming in third was Amazon. Think about how big these brands are and how they have woven their way into our culture.
So, how do these brands make the list? They are evaluated in ten areas, called “brand strengths.” Apple was a stand-out in three areas, which are engagement, differentiation and consistency. These three areas are what drives the experience at Apple. This is why their customers are in love with the company. And, there’s no reason why any company can’t do some of the same.
Apple’s standout strengths can apply to any size company, large or small. Pay attention to how Apple treats its customers. Emulate some of their best practices. Metaphorically speaking, take a bite of the Apple!
Shep Hyken is a customer service expert, keynote speaker, and New York Times bestselling business author. For information, contact 314-692-2200 or www.hyken.com. For information on The Customer Focus™ customer service training programs, go to www.thecustomerfocus.com. Follow on Twitter: @Hyken
(Copyright © MMXVIII, Shep Hyken)
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