AOTC EP 29 - Why Educational Companies Must Deliver On Their Brand Promise And How They Can Do It

In a world where the customer is more important than ever and competition is greater than ever, a company’s brand promise is everything. It goes to reputation, customer retention, product value and, ultimately, corporate growth. So, if that brand promise is broken in any way, a company could be in peril. After all, they are offering a product and a service and they’re promising satisfaction at the end of the day. Perhaps nowhere else will a customer turn away faster than from a company offering training or education that fails to measure up. That customer will never return and will likely let a whole lot of other people know about it, too, via something called…social media. In this episode, we’ll examine the brand promise in education through the thoughts and words of two experts in the education field. Episode Highlights Include: 02:12 – What is a ‘brand promise’ in education? Think ‘people, process, and product’ 04:23 – How that brand promise is relying on CRM, CMS, and other digital tools 11:04 – First impressions are lasting. So they’d better be good 13:42 – Why ELS uses Salesforce to help deliver on its brand promise 21:27 – Exactly what and how digital technology is being deployed in educational companies Episode Guests: Mackenzie Kerby Director of Global Higher Education Recruitment at ELS, a large English language training organization, and a member of the board of English USA, an organization dedicated to supporting quality English language programs in the US. Mackenzie holds a Master’s degree in English linguistics. Gordon Forsyth Senior Practice Lead in Digital Experience Innovation with Gerent Experience (formerly Gerent Digital), Gerent’s digital marketing arm and someone who has worked extensively on digital solutions for education and training organizations. He is the founding partner of a global marketing and branding agency in New York City.