synnovate

Rapport 360 is a philosophical approach to brand and customer service that engages the entire organisation and all of its key stakeholders as important contributors to the “Brand” experience enjoyed by the customer.

Why is Rapport 360 a different approach to traditional competitive strategy?

In the not too distant past gaining a competitive edge was a much less complex building process than the one faced by today’s business leaders. Many organisations built competitive advantages that were sustainable for an extended period of time, based on one of the following dimensions: (i) their prowess at product and technology innovation; (ii) their ability to offer better customer service; (iii) or by being operationally better than every-one else in the market place. In fact you can see the remnants of these competitive strategies in many of the world’s top corporations. An examination of the marketing offers of many competing firms when taken at face value, proves very difficult to distinguish the differences between or indeed the benefit of one offering over another.

In a global economy with a heartbeat that is nothing more than a series of ones and zeros; the ability to create a substantial differentiating characteristic is rapidly disappearing. As many competing companies embrace the same technology platforms and support services as the core operational management tools of their businesses, the sameness of offering drives a very bland view of their brand. The opportunity to “customise” their business offering has all but disappeared. This homogenisation of the operational paradigm quickly erases the opportunity for the operational differentiation that once existed. Combine this with rapidly changing technological and operational environment that result in a continually moving playing field, requires business leaders to constantly redefine the business paradigm. The question arises how do we, as business leaders keep our brands relevant for the people who matter most. Synnovate’s Rapport 360 is one approach which you should we would like you to. If you would like to know more about Rapport 360 please contact us today.