I've been shopping for a car as of late and can't help but be struck by how all the great advertising I've seen melts away when I have a poor dealer experience (which is pretty much every time).
And what about restaurants? I'm in Tahoe right now and was lured in by advertising for a bar & grill on the Lake. The service was terrible, though, which made the whole experience less than desirable.
What's my point?
- Don't use advertising as a cover-up.
- Stop all your advertising until you fix the customer experience.
- Think of your customer experience (shopping, test driving, browsing your website, etc.) as the most important and expensive advertising you have available.
- Think of the dollars spent on advertising to attract new or repeat customers as coming out of the same budget as dollars spent on the customer experience.