by Sean McCoy (@TheRealMcCoyTRM) For all the systems investment, development and focus by business, these are enablers and not the answer to service differentiation — at the end of the day, it is people who make the difference, no matter the industry.
Tag archives: by Sean McCoy
The Real McCoy: Provices and serducts
by Sean McCoy (@TheRealMcCoyTRM) No, this is not a dyslexic distortion of words but a deliberate play on the blurring of the boundaries between products and services and the increasing commoditisation of both.
The Real McCoy: Under-promise and over-deliver
by Sean McCoy (@TheRealMcCoyTRM) In a classic case of the converse, my 2015 has gotten off to a grumpy-consumer start, in the area of technology and wireless broadband services specifically. The example triggers a somewhat vocal view about why organisations should adapt their communication in line with what they are capable of delivering against, and not the other way around.
The Real McCoy: Making strategy happen
by Sean McCoy (@TheRealMcCoyTRM) In a guest lecture to a strategic marketing honours group recently, I was preceded by a speaker who discussed the role of reputation and corporate communication. She made a clear distinction between brand and reputation.
The Real McCoy: Walking the talk
by Sean McCoy (@TheRealMcCoyTRM) While the role and contribution of leadership is critical in internal branding, so too are the function and importance of the extended management team — and line management, very specifically.
The Real McCoy: A space in time
by Sean McCoy (@TheRealMcCoyTRM) While there a business necessity to optimise space usage and the cost impact of people, there is a need to more deeply consider the role of the internal experience design and its connection to service delivery — in my view, the ultimate opportunity for competitive advantage.
The Real McCoy: Serving after the sale
by Sean McCoy (@TheRealMcCoyTRM) Brand owners need to consider that outsource service partners and contractors are an extension of staff and operating systems, therefore they are critical to the internal brand and delivery of the promise — much like the well-oiled franchise model.
The Real McCoy: Returning the rainbow
by Sean McCoy (@TheRealMcCoyTRM) As the elections become a distant memory and the dust has settled on the parliamentary process, the inauguration ceremony and the new cabinet, it is time to return to work. Ordinary citizens such as you and I — we, too, can make a difference and have a role to play in Brand South Africa.
The Real McCoy: When service delivery becomes a ‘vomit word’
by Sean McCoy (@TheRealMcCoyTRM) This is not intended to be a political article but rather a brutal assault on the notion of internal branding and the alignment of institutional capacity in the delivery of the expressed promise to market — in this case, the government to the general public.
The Real McCoy: The broken value chain of air travel
by Sean McCoy (@TheRealMcCoyTRM) How complete is our value chain, really, and to what extent are we looking at the service experience across the whole of it? Do we take accountability for the full user journey, or do we pass the buck when service delivery gets tough and problematic, blaming our inefficiencies on a whole host of factors, other than that we’ve never really addressed it internally or possibly just neglect it?