Does your company have a brand promise? What is your brand all about? Is everyone in your company aware of this? Do they fully understand what it’s all about? Are they living this through their behavior?
Most companies, if not all, will orient their new employees about the company, but sometimes there’s just little focus on the company’s values, mission and vision, and brand promise. This is a huge mistake that some companies fail to address. The new hire orientation is the best time to make sure that the newbies fully understand by heart what the company is all about and what it stands for.
Employees who do not “live the brand” remain as just “employees”. They come to work, do their job, and go home. No more, no less. On the other hand, employees who do so are your “evangelists”. They are excited to come to work, motivated to do their best every day and provide excellent service to both colleagues and customers, proactive to give feedback and suggestions on how things can get better, go home and still thinking how they can get much better tomorrow.
It is not surprising that some employees may know what the company’s brand promise is, but do not exactly know what to do. What makes it worse is when some company policies contradict what the company’s brand promise. Worst still is when the confused employee goes up to his/her Manager and doesn’t get a clear explanation and direction.
Now, who gets directly impacted of all the confusion? Customers.
Customers think that they are your company’s most valuable resource. There is some truth to this claim. Despite how unreasonable some customers may be, the reasons behind it are valid most of the time. They will demand that they get their money’s worth. They expect that your business will understand their needs and accommodate them. If not, then expect these customers to go to your competitors.
The saying, “Tell me who your friends are and I’ll tell you who you are” also applies in the business world. “Tell me who your employees are and I’ll tell you what your company is all about”.
It is true what they say that your employees are extensions of your company. Whether they like it or not, they represent your company at all times. What they say, how they behave, and how they treat your customers will reflect your company and define your brand’s promise.
There are so many ways your employees can either be an asset or a liability, but behavior will always top the list – so let’s focus on behavior.
Friendly, respectful, polite, professional, helpful, knowledgeable, understanding, and patient are only a few of the characteristics that you would like your customers to mention if asked to evaluate your employees. Whatever characteristics you would want your employees to exhibit, you have to always ask one question – are these the characteristics what the company’s brand promises?
It is never enough that your company has a brand promise regardless of how appealing it is to customers. In fact, your company’s brand promise is not what’s important to customers. What matters to them is that it is fulfilled.
Trust is built when brand promises are kept and it is one of the strongest facets that would secure loyalty from customers who will support your business for years to come.
Now ask yourself, how many employees do you have and how many evangelists do you have?
ExitShopping®’s purpose is not to pin-point on employees who are not behaving right. Instead, it’s purpose is to give you a better understanding on what you need to further strengthen and what you need to work on to ensure that each and every person that works in your company has a good grasp of what the company’s brand promise is and how they can “live the behavior” – “live the brand”.