They say ‘a brand exists in the minds of consumers.’ It takes years of careful hard work to build that ‘position’ in the minds of customers – feelings and experiences customers associate with a brand’s products and services. Successful brands ensure that every time a customer interacts with their brand, they fulfil this innate expectation. As contact canter executives, when you represent a brand, you have an excellent opportunity to elevate this ‘position’ to an even higher level with every customer conversation that you have.