Matt Brewer
Contributing Writer
Direct Energy

I keep these notes on my phone, they are a reminder to me for when I want to write about customer service again. Some of them are funny. Some of them spark ideas for how companies can get better.

While visiting a different division this week, I noticed that their standards for the business were lacking. On our side we talk about brand consistency and driving towards greater success within the brands. I asked about my observations and I was met with these sputters:

• “You should have seen what they used to be like, this is so much better.”

And this was my favorite

• “Do you really think all of your companies follow through?”

Now, full disclosure. This was a conversation about safety and safety is one of the core pillars of our business, and I am not referring just to the division I work in. In this case, two of us had made our way to a jobsite where we saw two groups of workers choosing, that’s right, CHOOSING not to wear their safety equipment. No hard hats, protective glasses or gloves. They didn’t even take the time to set up the safety perimeter around the house!

Now, I am experiencing a flight delay, so I stop to grab something to eat. My choice in the airport? Chick-Fil-A. Now that’s a brand! I have asked thousands of individuals during my training sessions about Chick-Fil-A and I am met with the same answers.

• Their people are so nice!

• They must have a great training program!

• They ALWAYS say “my pleasure” when you say “thank you.”

For some reason, it’s never the food that is brought up! These are characteristics of their brand and those are the reasons why people return. That’s why they return, not the chicken, not the special sauce, they return because of how they are treated.

My interaction tonight did not include these traits. I said thank you three times and never once heard a “my pleasure.” I asked for dipping sauce and was given mayonnaise. Now, that is not a big deal to me, it can be corrected. However, the second person I interacted with was not pleasant. I’m standing there holding these mayonnaise packets, calmly explained what happened and all she can respond with is “there’s a trashcan over there.” “Just throw those away in the trash.” I wish, while writing this, you could hear the surly voice that directed me to throw away the mayo!

Let’s be clear. I do not, do not, write about these interactions to bash these people. I share this with you so we can all understand that even one interaction different from customer’s expectations hurts our branding. This is where we need to be vigilant in sharing our expectations with our team. Because, our brands are in their hands!

Maybe those that asked me if our guys always do it right have a point. No, I would be naïve to believe that our guys are always doing what they need to, what we and our customers have come to expect of our companies, but that doesn’t mean we should not hold our team members accountable. That does not mean that we should not share with the team what our expectations are. That does not mean that should fall back on, “you should have seen how bad it used to be.” We as leaders and managers need to be ever vigilant in creating and encouraging the culture that we expect.

I came across an article titled “Key Elements of a Strong Brand” at www.annmariecross.com. I am going to use this as an outline of the strengths of our brands. Let’s look at how we can measure our branding.

A strong brand is clear on its mission and purpose:

From Anne Marie: “A strong brand is clear on its mission and continues to stand up for what it believes in, no matter what. The brand owner’s conviction (which is motivated by core values) is at the heart of the work they do and is what continues to drive them forward. Service-based business owners whose work is aligned with their mission and purpose are extremely passionate about what they are doing and continue to portray this message in all of their communications.”

A mission statement is a core belief of a company. All team members need to understand and live the fact that they are there to serve people. When discussing how to properly serve clients, the company expands on how plumbers traditionally handled the situation. There is a promise of service that will include an inspection of the whole plumbing system. There is a promise of service that the plumber will share all of the client’s options with them. These promises of service will help the company achieve their vision; Becoming the World’s Largest Recognized and Premier Home Service Provider. When that promise is met, clients across North America will know exactly what the brand stands for, and it will be because of them when the business becomes the World’s Largest Recognized and Premier Home Service Provider.

A strong brand understands and leverages its uniqueness:

What makes your business unique? Here is a question that most team members can answer, that is if they are asked.

I had a contractor come out to my house to install some indoor air quality products in my house. I spent 30 minutes on the phone speaking to the customer service representative and the Service Manager before scheduling an 8 a.m. appointment the following week. The night before the appointment, the CSR calls to confirm the 8 a.m. appointment. We spoke for a few minutes and I shared that 8:15 would work better for me. This is when she told me that there was a technician training session beginning at 7:30 and that would help them out too. Consider me surprised when the technician finally arrived at 11 a.m. Surprised? I was extremely upset because my time was no longer taken into account by this company. Having respect for client’s time is a basic foundation for the brands mentioned.

Now, it’s time to leverage those difference makers. To ensure the brands are differentiated, team members cannot rely strictly on marketing to get the word out. The leveraging will come into play each time the company gets to interact with a client. During these client interactions it is imperative that the team member has a system in place to share these pieces with the client. That means every technician that enters a home has to know how to speak about how they respect time, Clients will never know these integral pieces unless team members share when they are onsite or on the phone. This leverage will pay dividends in future returns as these clients continue to share with their friends and family how great their service rates.

A strong brand maintains a consistent on-brand message:

This is important, very important. It has to be looked at as a priority for companies like the ones referenced, because the brand message has to be communicated throughout the U.S., North America and in the future, the world. Think about it. The one interaction I had at an airport Chick-fil-A tarnishes all the time, training and money invested by every other location. Most consumers will end a relationship with a company that they feel has done wrong by them. Though it may not have a lasting impact on the local store, the national branding still takes a hit.

When a company, enters into a home those clients can still refer that company to friends and family ACROSS THE NATION. One interaction is what marketing plans are centered around. One interaction is the opportunity any brand needs. Because one interaction is what is most important to a company that intends on defending their brand in every market, not just the one they operate in. One interaction is all a company needs to shine amongst all the other dullards out there, and the team needs to be ready.

Your brand is important. And your brand deserves a defense and a strong offense. Your brand includes promises to customers and ways you can be differentiated from your competition. Since it is your brand, it is your responsibility to share all of these pieces with your team. Since it is your brand, your team needs to be brand ambassadors. Since it is your brand, it is your responsibility to have a system for your brand to succeed. How you make all of this happen for your brand, falls into your and your team’s hands.