Minding Your Own Brand

Have I resolved your problem ... Continued

When companies focus on scripting specific interactions with a customer, there are so many different variables it is hard to successfully dictate how each interaction should occur. Therefore, companies need to stop focusing on managing transactional interactions and focus on defining an overall experience that builds long-term advocacy relationships. By focusing on guidelines and expected outcomes for the entire experience, you enable everyone in the organization to adapt their actions to the specific situation. This allows the employee to create an extraordinary experience which exceeds the organization’s expectations as well as the customer’s expectations.

If this bank had done this, they would have been able to attain the desired result:

Build a long-lasting relationship by providing products and services that actually solved a customer’s problem and therefore gain an advocate who is passionate about the bank and actively contribute to the brand’s success.

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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