Marketing Tech

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It's not important to only say the right things, a company must deliver on what they say and meet the expectations of the customer when marketing tech. Marketing tech speaks directly to the alignment of the organization and their commitment to delivering what they say (or sell). Once the emotional bond of Confidence is established, the customer is open to moving to the next level of engagement known as Integrity. The identifying questions for marketing tech are:
"Brand” always treats me fairly."
"If a problem arises, I can always count on [Brand] to reach a fair and satisfactory resolution."
The Integrity state is reached when a customer feels they are being treated fairly as well as the belief by the customer that any problems or issues encountered will be resolved. This engagement level could be characterized as the time you sent the meal back at the restaurant. Any restaurant worth their salt would correct the order, but what if the problem had become a major disruption of the meal? There is nothing more annoying for all concerned than to have everyone eating at the table except one. This type of situation is a golden opportunity for the restaurant to work on its integrity. The smart establishment would deliver the new meal as fast as possible, flawlessly cooked and later provide the customer a choice of a free dessert or a complimentary meal. It all boils down to how customers are treated in different situations and what the "customer experience" goals are for the company.
Gallup identified the third state as Pride. The identifying questions for Pride are:
"I feel proud to be a [Brand] customer."
"[Brand] always treats me with respect."
The authors point to words such as "dignity," "deference," "kindness," and "courtesy" when speaking of the emotional state of marketing tech. Pride is developed only after the company performs at a high level and provides assurance to the customer when marketing tech that any problems encountered will be rectified immediately.
However, Pride takes the engagement to a more human level. Pride is developed when the customers feel appreciated and are recognized for their patronage in a personal way. The company must exhibit authentic respect for their customers to develop the state of Pride.
This level of marketing tech engagement points to the emotional intelligence competencies of the customer-facing employees and more specifically, their ability to empathize and relate with their customers. Pride can only develop after Confidence and Integrity, but it will never develop unless the customer feels that the marketing tech company actually cares for them, respects them and values them as human beings. The fourth, and most advanced customer state, is Passion. The identifying questions for marketing tech are:
"[Brand] is the perfect company for people like me."
"I can’t imagine a world without [brand]."