Dogs understand brand consistency. Do we?

My macho dog, Benson, a Yorkie, perhaps from coming to work at Catch Your Limit everyday, has developed a real understanding of brand consistency. In fact I think all dogs understand it and by studying their basic behaviors, though crude at times, it becomes painfully obvious why consistent brand experience is an absolute must.

In addition to working for Catch Your Limit Consulting I manage 18 rental units that I own. This requires me to stop at the bank several times per week to make rent deposits. Often I stop on my way to work in the morning, to use the bank drive-thru while Benson is in the car with me. For my rental properties I patron a local institution named Premier Bank. Apparently many of their customers are accompanied by canine companions as part of their policy is to send dog treats back with through the little clear tubes with my deposit receipt. The intelligent beast that he is, Benson's Pavlov reflex kicked in and have connected Premier Bank with Yum Yum time. As I pull into the parking lot his point ears perk up, his eyes widen and he focuses his attention on the magical window which I will soon pull a treat from. His mouth begins to hang loose, his tongue, eager for Milk Bone goodness begins to sag out and of course drool follows.

I'm at the bank so often the tellers know me and my dog. I'm one their first customers every single morning it has become routine.

"Hey Becky.""Hey Jeff, how's it going? Hey Benson"
"See you tomorrow Becky"
"Yep, see you then."

Today when I received my deposit receipt the teller forgot Benson. I could only look at him and say, "Sorry man, it's not your day." He looked back at me confused and upset. His whine became a whimper as we pulled away. Pathetically, he tried to look out the window back at the treat depot to figure out what kind of prank was being played upon him. Still in disbelief he jumped on my lap and sniffed around at the deposit receipt to see if perhaps it was just a colossal mistake.

Though this example may be obvious and simple and while the conclusion is simple executing it is not. Benson had an expectation of what he'd receive at the bank because of his previous experiences. When he experienced an interaction inconsistent with his previous experiences he was not only confused but upset. Just like Benson we come to expect consistent service and a consistent product because of our prior experience when our expectations are not met we leave confused and upset. This is easy to understand but what is not easy is delivering on the promise that we make to our customers every single time. I love Premier Bank; they are a great place to do business, a great institution. This was a rare mistake, it happens, Benson will get over it. How many times will your customers?