How companies can take ownership of their brand by talking directly to consumers
By: Daryl Wurzbacher
Over the years, companies have leveraged representatives in various ways to acquire and service customers with varying levels of engagement. Depending on the company’s exact product, service, and culture, this could include a wide range of focus—from creating brand awareness and developing and conducting product training, through to providing customer service for new customers.
Today, there is an emerging trend of companies taking more control over their brand’s representation and outreach efforts by talking directly to consumers instead of relying solely on the representatives in the field. Through these direct outreach efforts, companies have been able to multiply and accelerate brand awareness as well as have more control over their customer acquisition process.