Improve Customer Service with Employees Who Live the Brand

Improve Customer Service with Employees Who Live the Brand
Barbara Sanfilippo, CSP, CPAE

I recently called my auto insurance company to discuss a potential claim. Keep in mind their brand promise is all about, “being easy to work with”. Well, after three attempts at getting through a maze of voicemail prompts before I got a live voice, I was feeling a bit frustrated. After discussing my questions with two employees and a supervisor who made me feel I was the 100th customer they reluctantly had to help that day, I felt I was being “processed” and their brand promise was a joke. The employees were not necessarily to blame. Very often, management creates a brand but doesn’t do enough to show staff how to “live the brand.” The question I suggest you ask yourself is, “Are your customers having the experience your brand promises them?”

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