Minding Your Own Brand

Why can’t I... Continued

Instead of trying to create specific rules which dictate how employees should act in all situations, companies must instead examine all aspects of their business and define broader goals and values which guide the organization. The company can then put employees in control of living up to these broader guidelines and encourage their staff to be responsible for determining what is adding to or subtracting from the customer experience and act accordingly.

The customer is NOT always right, but if you want to retain a loyal patron you need to do everything you can to ensure that they have an extraordinary experience each and every time they are with you. By outlining the broader goals and values for the organization to follow, the employees are able to interact with the customer in a way which seems right for the situation, instead of going through a predefined set of motions which does not fit the situation and will never result in a positive outcome.

Dave Lubelczyk is the president of IMAGEidentity, LTD which helps organizations achieve success by building advocacy through brand development and organizational development. He can be reached by phone: 508-259-9016 or by e-mail: dave@imageidentity.com.

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