Editor’s Letter: Brands Face Challenges Relating to Consumers and Avoiding Missteps

Customers demand superior service and a stellar reputation

According to Accenture Interactive’s Global Consumer Pulse 2018, 23 percent of U.S. consumers have higher expectations of customer service than a year ago.

When it happens, it moves so fast that your initial feeling is disorientation. That quickly flips to nausea, fear and then panic. I’m of course talking about a brand crisis unfolding before the world, supercharged by social media and shared and commented on into oblivion. You’ve been dragged.

This story first appeared in the March 12, 2018, issue of Adweek magazine. Click here to subscribe.
@jcoopernyc james.cooper@adweek.com James Cooper is editorial director of Adweek.