The Problem Statement: the brand’s problem can be summed up in one word: PRIORITIZATION. It’s all wrong.
Chasing near-term revenue and profits have taken priority over, well — everything. Meanwhile, creating and sustaining customer relationships — at one time the pre-eminent mission of any self-respecting brand — has fallen so far down the priority list that it might as well be written in mice type. As a result, the balance is off and, inevitably, the emotional connection with the customer has worn thin and the quality of the customer’s experience has suffered. The implications are clear: losing sight of the customer as the brand’s top priority may endanger its long-term success.