A little more than a year ago I re-visited one of the largest theme parks in the United States and was really surprised at the overall decreased level of guest service. Out of concern for this organization, I called an executive who was directly involved with staff development. Upon introducing myself I was quickly offered some legalese. I once again requested that my services be considered and she repeated herself verbatim. I asked if she was the correct person to be speaking with and she said "yes." When I attempted to have a conversation with her she hung up on me. Here is an organization that brands itself as "The Most Magical Place on Earth." It is often held up as a shining example, a model of how things should be done and perhaps at one time they were but branding is a whole lot more than a catchy slogan and relying on a reputation earned long ago.
The branding of your organization has taken years to develop. It is how you have chosen to position yourself in your market, how you have differentiated yourself from others in your field. Branding also speaks to your organizational culture. There must be congruency within your organization between what your marketing team says you are and what you actually are both internally as well as externally.
Every interaction you as a representative of your organization has reflects upon your organizations positioning in your market. I recently heard of a beverage delivery person delayed while on route because the individual who was to meet him was significantly late. As this delivery individual continued on their route they apologized to every other client for their tardiness by telling them about the inconsiderate manager who has now made them late for everyone else. This delivery professional was so late finishing their route on this particular day they missed their son's baseball game. Those who deliver goods and provide services to your organization are your customer. Are you treating them as such?
To further illustrate this point, do you tell all who get your voice messaging that there call is important and you will get back with them only to ignore many? Might these callers in some way be possible customers or know someone who is? Think about it, what is the best form of advertising? That's right, word of mouth. The statistics regarding a negative experience either directly or indirectly with your organization are these, one individual will tell nine others and thirteen percent will tell twenty.
As much a possible, you want everyone to speak kindly of you and the organization you represent. You must manage the impression you are projecting at all times to help protect and continually build upon the positive association with your existing brand. Instead of saying I will get back with you try saying I appreciate you calling, please leave a message. How are you currently propagating a positive association with your brand?
In the case of our executive, I believe she should have welcomed my material and told me as an organization that is committed to excellence they are always exploring their options and at the same time she receives a lot of these type of calls. She could have asked me not to follow up with a call and that if she found value in the services I provide she would be in contact. With this she could have wished me well, thanked me for wanting to help her organization maintain their Competitive Edge and wished me a magical day.
In business as in life, there is often a perception of who we think we are, who we want others to believe we are and who we really are. The challenge regarding brand management is not only in the creation and maintenance of your brand it is in having enough executive maturity to honestly, openly, continually examine and recalibrate when necessary with the intention of aligning all three.
If you would like to contribute an idea for an up-coming article or want more information about the customer service, leadership & teambuilding services I provide through Peter Scott's Competitive Edge please visit the web site at www.PsCompetitiveEdge.com
Until next time,
Continue to strive for excellence
Peter Scott
The branding of your organization has taken years to develop. It is how you have chosen to position yourself in your market, how you have differentiated yourself from others in your field. Branding also speaks to your organizational culture. There must be congruency within your organization between what your marketing team says you are and what you actually are both internally as well as externally.
Every interaction you as a representative of your organization has reflects upon your organizations positioning in your market. I recently heard of a beverage delivery person delayed while on route because the individual who was to meet him was significantly late. As this delivery individual continued on their route they apologized to every other client for their tardiness by telling them about the inconsiderate manager who has now made them late for everyone else. This delivery professional was so late finishing their route on this particular day they missed their son's baseball game. Those who deliver goods and provide services to your organization are your customer. Are you treating them as such?
To further illustrate this point, do you tell all who get your voice messaging that there call is important and you will get back with them only to ignore many? Might these callers in some way be possible customers or know someone who is? Think about it, what is the best form of advertising? That's right, word of mouth. The statistics regarding a negative experience either directly or indirectly with your organization are these, one individual will tell nine others and thirteen percent will tell twenty.
As much a possible, you want everyone to speak kindly of you and the organization you represent. You must manage the impression you are projecting at all times to help protect and continually build upon the positive association with your existing brand. Instead of saying I will get back with you try saying I appreciate you calling, please leave a message. How are you currently propagating a positive association with your brand?
In the case of our executive, I believe she should have welcomed my material and told me as an organization that is committed to excellence they are always exploring their options and at the same time she receives a lot of these type of calls. She could have asked me not to follow up with a call and that if she found value in the services I provide she would be in contact. With this she could have wished me well, thanked me for wanting to help her organization maintain their Competitive Edge and wished me a magical day.
In business as in life, there is often a perception of who we think we are, who we want others to believe we are and who we really are. The challenge regarding brand management is not only in the creation and maintenance of your brand it is in having enough executive maturity to honestly, openly, continually examine and recalibrate when necessary with the intention of aligning all three.
If you would like to contribute an idea for an up-coming article or want more information about the customer service, leadership & teambuilding services I provide through Peter Scott's Competitive Edge please visit the web site at www.PsCompetitiveEdge.com
Until next time,
Continue to strive for excellence
Peter Scott
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