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.

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Episode Highlights Include: 

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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

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Episode Guests:

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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.

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Gordon Forsyth

Senior Practice Lead, Gerent Experience

With two and a half decades of experience in the digital marketing sector, Gordon is a seasoned marketing leader and strategist. In his current role as Senior Practice Lead, Gordon brings expertise in digital business strategy, product management, digital marketing, content management and analytics, with implementation experience across the Salesforce platform.

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