Tuesday, 30 June 2009

Importance of a Brand Experience Culture

A recent article in MediaPost (‘Branding meets customer service’) explains how some companies are guiding employee behaviour so that during every ‘interaction’ with consumers they are aiming to deliver and delight.

There are a couple of quotes that are important:

How your employees speak with your customers is, quite literally, your brand brought to life.”

“.. each brand has its own unique brand personality characteristics that should colour the language employees use to help differentiate the company from its competition.”

Ensuring these interactions are right is clearly vital.

Brand organisations should train employees to ensure they deliver brand experiences that delight consumers.

The article highlights how companies set-out to get this right.

Nordstrom's corporate culture is humbly taught to their employees from their first day on the job with only one rule for customer service:

Welcome to Nordstrom.
We're glad to have you with our Company. Our number one goal is to provide outstanding customer service. Set both your personal and professional goals high. We have great confidence in your ability to achieve them. Nordstrom Rule #1: Use good judgment in all situations. There will be no additional rules.

One of Abbott Vascular’s (five operating) Principles is: We keep customers first. Our ability to significantly impact our patients' lives requires that we always keep their needs in mind. We have a responsibility to be responsive, and a commitment to care about our customer."

Key for me is: a) the need to define clearly the customer brand experience culture and b) to ensure that everyone in the brand organisation commits to delivering it from day one.

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