Something struck me about what my friend and business
associate Matthew (who has a brand-building agency) said today on
‘Customer Service’ become a #brand strategy? To be a
leader it’s a must. A brand is a story. Key=employee branding” and then he
linked to a story.
You can see
the link to the story in BrandWeek here.
I have to
agree with the author in some respects. After all, one bad apple can spoil the
whole world. All they have to do
is make enough noise on their social media channel of choice. And then hope to
go viral. And presto, you instantly have tarnish on that polished image of yours. And that can
happen with just one itty bitty customer service snafu. And we’re human, so that’s going to
happen. It just is. But that doesn’t mean you don’t strive for perfection.
As for Matthew’s comment about employees being your brand. Well, that’s simply of utmost importance to retail. In
a world of increasing competition in stores and online, nearly every retailer
has access to nearly every product. So what’s going to differentiate you from
other retailers? I happen to believe it’s all about the customer experience that revolves around your employees. And they need to be part of that customer service model which ultimately will influence how consumers perceive your store experience and your brand. How your
employees interact, inform, educate and build the relationship with each and
every one of your customers is what’s going to set you apart.
a reason that the top revenue earning retailers online also have the highest
customer satisfaction. It’s
because that’s where the focus is. Sure they sell great products, but customers choose to return to a business because they’re treated as someone special, as a person, as a human being. And that’s something that doesn’t simply happen often anymore. Make a customer happy everytime and they’ll reward you by coming back and crowing about your great customer experience.
So, in this
new world where your customer experience model becomes part of your brand, how
are you going to be the best at service and reap the sales rewards as a result?
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