the human brand medir y mejorar la experiencia del cliente

We all relate to brands in a deeply personal way: some of us hate banks, others adore our smartphone and think the phone company operator is just trying to trap us. What happens in our brain when we make these kinds of judgments? Customer loyalty expert Chris Malone and social psychologist Susan Fiske demonstrate that our impressions of brands arise from unconscious judgments about "warmth" and "competence"; the same factors that occur in relationships between people. Thus, for companies to achieve sustained success, they must forge genuine relationships with customers, and customers, for their part, have the right to be respected by the companies and brands to which they give their trust.In this adapted edition of THE HUMAN BRAND, more than sixty brands from the Energy, Telecommunications, Retail, Food, Banking, Insurance, and Public Services sectors have been evaluated, showing how they are perceived by their customers and how certain brands have not only achieved success, but have also been able to recover from past mistakes by forging quality relationships with their customers. An essential read to understand how and why we make the decisions we make, and what companies and brands need to maintain our loyal...

We all relate to brands in a deeply personal way: some of us hate banks, others adore our smartphone and think the phone company operator is just trying to trap us. What happens in our brain when we make these kinds of judgments? Customer loyalty expert Chris Malone and social psychologist Susan Fiske demonstrate that our impressions of brands arise from unconscious judgments about "warmth" and "competence"; the same factors that occur in relationships between people. Thus, for companies to achieve sustained success, they must forge genuine relationships with customers, and customers, for their part, have the right to be respected by the companies and brands to which they give their trust.In this adapted edition of THE HUMAN BRAND, more than sixty brands from the Energy, Telecommunications, Retail, Food, Banking, Insurance, and Public Services sectors have been evaluated, showing how they are perceived by their customers and how certain brands have not only achieved success, but have also been able to recover from past mistakes by forging quality relationships with their customers. An essential read to understand how and why we make the decisions we make, and what companies and brands need to maintain our loyal...