Can parts of a customer experience be outsourced to 3rd parties and still maintain a seamless brand experience across touchpoints? Monocle’s recent decision to bring their subscription service in-house after some not so favourable customer feedback shows it is harder than probably imagined. If a small, but strong, brand like Monocle found it hard to get a third party to behave and deliver a decent brand experience to its subscribers, then what hope do mega brands have?
Outsourcing certainly helps with managing costs and getting a service to market quicker than attempting it in-house; but to what cost to the brand and its reputation? What businesses see as interim solutions carrying a small risk of not getting it exactly right are exacerbated online via social media.
Is it really worth it?
Outsourcing certainly helps with managing costs and getting a service to market quicker than attempting it in-house; but to what cost to the brand and its reputation? What businesses see as interim solutions carrying a small risk of not getting it exactly right are exacerbated online via social media.
Is it really worth it?
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