Inspirational Consumer: July 2007

Linda Browne

Linda Browne is a strategic event planner and consultant in Seattle, Washington. She shares her thoughts on Lovemarks, the importance of customer service and the shopper experience.

Lovemarks: How did you discover Lovemarks?

Linda Browne: I discovered Lovemarks when my dear friend and client, Pam Crouch, introduced me to the book. We spend a lot of time visioning next steps in our businesses and we use Lovemarks as our model for new products, services, promotions and marketing.

LMKS: What qualities are important to you in a Lovemark?

LB: Does it make me happy? Does it appeal to my senses? Has the customer experience been thought through so that it is sincere and impeccable? Does the experience last in my mind forever? Does it bring up deep passion and emotion? Is it passionate? You can always tell if people behind the product or service are enjoying their own experience of the Lovemark.

LMKS: Do you have a favorite store(s)? And what is your opinion of the shopper experience?

LB: Yes, I have favorite shops but I savor going to them, or will being friends and clients when the timing is right. I love surfing the Internet to find exactly what I’m looking for – or exactly what a client is looking for. One store I truly enjoy is Target and I shop there on a regular basis for everyday products for the home. Love their ads, their merchandising in the stores and their branding throughout everything that they do.

LMKS: What do you think brands need to do nowadays to attract you as a consumer and keep you loyal?

LB: For me, it’s all about customer service. That is the ultimate experience of the product or service. You may have the most incredible thing, but without the support of customer service behind it, an experience will stop there. The product/service is not a Lovemark. It’s not a great company. It’s not a great product. It leaves a bad taste in your mouth and emotes negativity.

One example of a company that irks me is the individual service departments at Volkswagen. First, I love Volkswagen as a product and have owned six VWs in my lifetime. However, lately, after I have my car serviced, I receive a ‘phone call’ from the service desk. Their survey  completely turns me off to the experience of Volkswagen being a fun company.

LMKS: Apart from your Lovemarks, what three products/places/people would you like to experience?

LB:

Barcelona: Just seems sensual and beautiful. Would inspire me much like Venice.
Jesus Christ: I would like to speak to him today about today. I think he was an amazing prophet and we could learn a lot from his presence in today’s world.
Maya Angelou: I respect and love her. She has an intuitive understanding of the human condition.