The Experience Effect: Engage Your Customers with a Consistent and Memorable Brand Experience

its touchpoints, from advertising to website to retail store to

monthly billing statement to customer service representatives.

Entire advocacy groups have formed around sharing the disap-

pointing experiences with Verizon. Check out hateverizon.org and

listen to consumers banding together and sharing their bad expe-

riences with Verizon. One blogger even recorded his phone call

with several incompetent Verizon customer service representa-

tives over a billing issue. This is a great example of the power of

the consumer reacting to a poor experience effect—a wake-up call

for marketers.

Now I know that the same can be said of the other brands in the

category, like AT&T, T-Mobile, and Sprint. Those brands are just as

guilty. Verizon has the opportunity to ...