Worst practices: because we all stumble and fall on our way to consumer centricity

I'm not mad, but disappointed.

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Earlier, I wrote about how 2% of your customers who steal, cheat and misbehave force you to decide how you treat the remaining 98% of your customers. Several weeks later, I went to McDonald’s in Amsterdam to grab a BigMac. I bumped into their house rules, another illustration of my point. When I sat down […]


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The devaluation of commitment

by Polle on March 8, 2011

I don’t know what happened, but suddenly brands started to commit to stuff . I plea guilty as charged. When I was in London, I was bombarded by brands that were committed to something (just two random examples by NatWest and MacDonalds). Commitment simply is an interaction dominated by obligations. These obligations may be mutual, or […]

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