What makes consumers choose one airline over another or mortgage provider over its rival?
Our research shows that your reaction to a brand depends on your experience of buying,using or owning it and not just on advertising.The most important part of that experience is often your personal interaction with people.This is an area that most companies don't understand or invest enough in. Take airlines. Satisfaction with cabin crew contributes more to people choosing the same airline again than other factors. Why do companies not spend more on their people when there are clear benefits? Here are two common reasons.