I once worked for a client who hired our agency to help them solve what they considered to be their biggest brand-related challenge—poor customer experience, which had them losing contracts. During our first meeting at the client’s building, my direct contact gave me a tour of every corner of the office, explaining what each department was responsible for and introducing me to key players in the business.

At a pause in the tour, she stopped in front of a large poster hanging from the wall, pointed at it dramatically, and said, “This is the cause of all of our problems.”

The poster was bright and well-designed. In bold letters, it proclaimed: “Around here, the customer always comes first!” The poster was meant to be a motivational reminder about the importance of treating customers well—b

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