Who wouldn’t serve clients?

There are two main players on the market arena – customers and brands, the latter of which exists to make customers happy. Making customers happy is indeed a difficult task. The right type of relationship must be established between the brand and the customer, and it must be maintained and developed as market trends and customer preferences develop. It is possible to identify three roles brands have performed in this relationship over the years: parent, friend, and employee.

The parent brands are traditional brands or brands which were very popular in the 20th century: Coca-Cola is one example. A parent brand sets the example for behavior on the part of the customer, defining what can and what cannot be done. If customers choose to disobey the rules, they are punished – they are considered old-fashioned and not cool enough. The only alternative is to go back to the brand.

Many customers were not happy with the restrictions of parent brands. It was then that some friend brands emerged – mainly represented by beauty care brands. These brands try to be friends with consumers and provide mutual benefit – smooth skin for you, nice profit for me. If customers choose to disobey the rules, both sides suffer – the brand’s sales tumble and the customer faces fears of visible wrinkles again.

The employee brand is the most modern type, evident in many popular examples nationally and internationally. One name here is Red Lounge Casino (redloungecasino.com), one of the most popular online casinos in the UK. The brand is new, modern, supported by a highly successful industry. Above all, its main purpose is not to guide the customer, but to be managed by it. This trend, which will probably permeate all market sectors, is now clearly visible in the service and pastime industries. The customer has the power to hire and fire – if the brand fails to generate the desired revenue or bring customer satisfaction, there is a long list of applicants standing on the line for a job interview. If the customer is not happy, it is the brand which suffers.

How do brands cope with this new trend in which they have to cater to the customer’s whims? Very simply, each and every client must be provided with the exact thing they have asked for, and their next desire should ideally be anticipated by the brand. This is the essence of modern customer care, as Red Lounge Casino has realized. This week, it launched its online casino blog, which will allow clients at the online casino to gain easy access to all information concerning its structure, press activity, promotion schemes, available games, as well as to share their comments, ideas, and recommendations. Online casino blogs are an important step that Red Lounge’s competitors have to make if they are to stay in the game – blogging being the great internet craze of the day, customers are more than ever aware of their need to see and make information and personal opinions visible on the web.

Another thing customers demand in this new employer-employee relationship is value for money. And how do online brands make their clients feel they have value in a virtual environment? By simply giving them direct physical access to their money. That is why Red Lounge Casino launched its November daily rebate promotion. 15% of the amount clients of the online casino have lost is transferred to their accounts by 9 p.m. London time.

As this example shows, Red Lounge knows their customers’ current needs, and responds by offering this generous promotion. And it takes the next step in anticipating needs by giving players the near-instant satisfaction of daily transfers to their accounts. Thus Red Lounge demonstrates that it understands what is required to make a genuine employee brand.