As a director of a consultancy helping clients communicate more effectively, I'm used to analysing the difference between "winners" and "qualifiers", between Seabiscuit and the also-rans. Maybe marketing communications has evolved so much in recent years, or maybe we just work with good people to start with, but I'd forgotten about the donkeys.
I was rudely reminded of this reality over the Christmas season courtesy of Royal Air Maroc’s Atlas Blue subsidiary. Crappy, very crappy customer communication. Oh so very crap indeed.
Nevertheless, I've been able to wend the story of dealing with Air Maroc into my presentations to customers and prospects on good digital marketing relations, as a counter-example, even though I didn't interact with Air Maroc digitally at all. Read more