In this issue:

From the president

Are you building or destroying your brand?

Measuring your customer experience program

Some thoughts from Tom Asacker
BMW: Driving experience to a new level!

If you've ever had the pleasure of visiting a BMW dealership or better yet, owning a BMW, you'll know what I mean when I say "it's an experience". There's simply no other way to describe it. It was my distinct honour to meet with BMW Toronto and learn how BMW is driving experience to a new level.  

We've got a thought-provoking newsletter for you this month. We begin with an article that asks you whether your supply chain is building or destroying your brand. Then Ruth-Anne talks about how to measure the success of your customer experience program. Finally, we share some thoughts from a wonderful colleague of ours, Tom Asacker.

Helping you keep your brand promises,

Are you building or destroying your brand?

Before you make brand promises to your customers, you'd better make sure that everyone in your supply chain can keep those promises. The simple truth is that your supply chain can build or destroy your brand promises. Remember, relationship building is not a "customer-only" activity. You've got to build relationships with everyone who supports any customer activity and that means everyone in your supply chain.

Editor's note: You may need to register to read this article but it's well worth the extra few seconds of your time.

Measuring the success of your customer experience program

You've heard it over and over. You can't manage what you don't measure. And it's true. If you don't measure the effectiveness of your customer experience program you won't know what's working and what's not. The goal of a customer experience program is to the do the right things the right time. And defining the right metrics is a key component.

The brand's the thing, or is it?

We're sharing a few thoughts from our colleague Tom Asacker about brands. From Shakespeare to Zen philosophy, Tom makes you think about brand in a different way. His Web site is inspiring and worth a visit

This Month's Poll
When you're looking for information on the Web and reach a Web site, how many pages will you look at to find information before clicking on?

4 or more


April 2004 - Issue No. 18
Just to be clear is a monthly
e-publication for clients and
colleagues of:
The Customer Experience Company
a division of Carolyn Watt & Associates Inc.
7181 Woodbine Avenue, Suite 234
Markham, Ontario, Canada L3R 1A7
phone: 905-470-0139 fax: 905-470-2619
Questions or comments?
Contact Ruth-Anne Boyd
at ext. 221 or by email