Our perspectives on igniting brand promises

Articles that may help your organization's brand alignment efforts.

The Difference Between Customer Service and Customer Experience

The Difference Between Customer Service and Customer Experience

Customer service and customer experience are often used interchangeably. Every company wants to be known for great service and an engaging customer experience. Awards are given to service leaders, and service losers often make headlines when dissatisfied customers share disaster stories on social media. Are customer service and customer experience the same thing? I frequently read blogs and articles that collapse the two, but ...  Read More »
change communication message

Creating a Message Architecture to Support Change Communication

Your company will be undergoing a transition, and you have important information to share throughout the organization. You have many layers of employees and a lot of details to communicate over the coming months. This is a critical time when the organization must remain aligned behind its external customer promise while undergoing a change that impacts the daily accountabilities of many employees. Where do you begin ...  Read More »
Empowering Employees to be in the Moment with Customers

Empowering Employees to be in the Moment with Customers

No matter how well you set up service models and customer experience objectives, nothing beats creating a culture that empowers employees to truly be in the moment and react to the situation at hand. Recently, an Apple store employee made headlines when he helped a mother and her autistic son purchase an iPad. The entire transaction took place sitting on the floor after the boy accidentally ...  Read More »
customer surveys impact culture

How Customer Surveys Impact Culture

Customer surveys are very popular among service oriented business like restaurants and retail. As I navigated the busy holiday shopping season last month, I was frequently confronted by sales associates who asked me to take a survey. The request was usually accompanied by the suggestion that I give a certain rating. We’ve blogged about customer surveys before and how they can get in the way of ...  Read More »
The Dynamics of Teamwork: How Culture Applies to Small Groups

The Dynamics of Teamwork: How Culture Applies to Small Groups

The efforts behind brand-culture often start at the “forest” level with an emphasis on how the entire organization can best support and deliver the customer promise. While this work is critical and necessary for developing and sustaining a strong brand and culture, there’s more work that can be done at the tree level to build a positive culture within departments and teams. The day-to-day ...  Read More »
Brand Culture: A Tale of Three Phone Calls

Brand Culture: A Tale of Three Phone Calls

It’s interesting how the universe works. Yesterday I was pondering this post about brand culture and, as if on cue, the universe delivered a very clear illustration of the topic. Thank you universe! I would like to tell you a short story about what happened, and I’m calling it The Tale of Three Phone Calls. The story illustrates three different insights into brand culture ...  Read More »
How Leaders Can Lay the Groundwork for a Change Initiative

How Leaders Can Lay the Groundwork for a Change Initiative

My colleagues and I have been busy the past six months working on communication and training programs to support large change initiatives for two clients. Both clients are big companies with thousands of employees who will be impacted by new ways of doing their jobs. The good news is the changes will ultimately improve daily work and make their jobs easier. The bad news ...  Read More »
change company culture

Want to change company culture? Start by changing beliefs.

Leaders who want to change company culture usually focus on behaviors. It’s pretty easy for them to rattle off a list of behaviors they’d like as part of their organization’s culture. Things like partnership, accountability, teamwork, and service often come up in the conversations we’ve had with clients, but focusing on the behaviors is putting the cart before the horse. If behaviors are going ...  Read More »
focused brands

Why Customers and Employees are Drawn to Focused Companies

When you’re a customer, you can tell if a company you’re doing business with is focused. Even if you’re not watching for obvious clues, you’ll know because you can feel it. There’s a purpose and intent that is palpable along with a strong sense of order and organization. You walk away feeling like your needs were met. Your questions or concerns were answered. You ...  Read More »
How to Create a Signature Customer Experience

How to Create a Signature Customer Experience

The customer experience is where the rubber meets the road for your brand. Your organization has probably invested an incredible amount of time and money into melding the brand so that it presents the desired impression. All of that effort is wasted if customers have an experience that doesn’t align with what they’re expecting based upon the brand’s promise. A successful service model is one that ...  Read More »

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