25 years of blood, sweat and tears building a leading brand, millions invested; but it all works when that same customer walks in again and again with a smile on her face….. all vaporized because a staff member treated them like a self serve moron. Disappointed as she is she sends out a message through her blog, twitter and facebook accounts to her trusted network that the brand is no more.

And still leaders of today do not invest pro-actively in front line staff. Some of us try to join in the web 2.0 processes by getting bloggers on our side or by reactively fixing the problem. Still these leading brands box front line performance as a staff expense and not as a crucial realization of the branding efforts. Can we please un-box and accept the experience economy is here to stay?

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