When clients invite my firm in to train or facilitate their customer service programs, I will often ask for examples of how their customer service practices and policies reinforce the brand they are working so hard to develop and maintain in the marketplace. Many times, my request is met with blank stares. So let me offer some examples of what I am talking about when it comes to brand reinforcement based on customer service.
- If reliability is a part of your corporate brand, when training your staff be sure to impress upon them the need to be on-time for meetings and phone conferences and the importance of meeting deliverable dates.
- When accessibility is a part of your claim to fame, stress the importance of returning all phone calls and emails within 8 to 12 hours and beyond that, making yourself immediately available by phone and email during specific hours of each day.
- Is quality your brand strength? Then be sure that your employees know that you have a guarantee (You do have one don’t you?) and the components of it.
- And if simplicity defines your brand, be sure that everything from your voice mail menu to buying products and services on your website can be done quickly and without confusion.
When employees are taught that their behavior and actions toward the customer are tied to the broad focus of your brand, they may be more inclined to execute your policies and procedures consistently and effectively because they are aware of their purpose.
If you like what you read, please share!
And your comments are always read and appreciated.
Do your customer service training programs reinforce your brand?