By Philippe Lebard, Kim Rendleman and Kathy Dolan
Strong brands are built on the actions of employees over time. Yet many compelling ad campaigns are undercut and corporate brands are tarnished when a customer encounters a surly employee or is trapped in the voice-mail maze of “customer service.”
Leading companies fully understand the value of continually engaging employees as their “brand ambassadors.” They can spot the points where employees’ behavior has the most impact on perceptions of the brand, and they can identify the organizational barriers that prevent employees from fully supporting the brand. Most importantly, they have developed processes that enable employees to “deliver the brand” effectively and consistently. This article describes effective approaches for aligning employee behavior in the service of brands. Some years ago, a new book titled “The Customer Comes Second and Other Secrets of Exceptional Service” turned a long-held business belief inside-out. The author pointed out that you cannot serve customers well unless you first treat your employees well.
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