How much branding matters ?

The last time I landed in London, I needed to buy a local SIM as I’d lost my old one.

I went over to WHSmiths, a lady recommended I get one by EE, but I insisted on a Vodafone.

I did so because my previous time I got SIM from EE, and it was next to impossible to speak to customer support. With my last experience with Vodafone, I recall getting through to a human pretty quick.

So there you have it. Billions spent on getting the most coverage and on branding, and I didn’t care. I didn’t even think about price.

My decision was based on being able to talk to customer support.Letting your customers easily speak to someone and help resolve their problem when they’re stuck or frustrated is often the difference between a super-peeved ex-customer and one that loves you.In systemising businesses and processes, we frequently underestimate the human element.