'Friendly' washing

We've had 'green washing', (companies who are doing little to protect the environment, yet talk their company up big on the subject. Now mark my word, here comes 'friendly washing'!

A number of corporate companies want to be seen as friendly, approachable, best buddies and are now employing every marketing tactic in the book. Many spending fortunes on changing their logos to lowercase...why? Because some agency's research showed that a logo in all lowercase is seen to be more friendly, approachable etc. Of course any new look may work for a short period, but the true colours will always show through.

7 ways to spot a 'friendly' company that is not quite so friendly.

1. They will have an automated phone system for their customer support, but not their sales.

2. They send out 'no reply' emails.

3. They won't call you and insist you call back and join the 20 minute queue.

4. While on hold their automated message keeps reminding you that 'your call is important to us'.

5. It takes less than 3 seconds to get through to sales and at least 5 minutes to their customer support.

6. Their customer service insists on a mimimum of a 5 point contact insisting you repeat your request to at least 5 different people in various departments and naturally none of them get back to you.

....and last but not least...

7. Their advertising will tell you they are 'friendly'.

But then you knew that anyway!

The customer will always see through the disguise. There really is no substitute for consistent quality and delivery of your product or service, no matter how you dress it.

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