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Branding InformationBranding Collapse
-- Better Be Who You Say You Are!
by:
Eileen McDargh, CSP, CPAE
Our experience as customers offers great manual into the construct of branding. Move with me on a recent "experience" and you'll see what I mean. Here's the situation:
I want to order an 800 number. On my AT&T bill is a consumer
services number. I call it. A voice mail gives four options. None of which I want. Simply TRY to get a representative. I am educated to dial another number. I am given three options. Hit 0 for operator and the bodiless voice says I have called after hours. The hours are 7am - 10-pm Monday- Fri. Eastern Standard Time.
Fine. It is now 4am Weekday
in California. They should be open. By 4:30am in CA I have called repeatedly and punched in all the prompts until I am available to punch someone. I am still told by a bodiless voice that the offices are closed. I try another number. This time, I reach a computer voice.
Computer:"I'll try and help you. Tell me in your own words what you want."
Me:"Toll free service."
Computer:"I'm sorry. I did not understand. Let me tell you what services we offer..."
Me:"I want a person"
Computer:"Tell me, in your own words, what you want."
Me:"Toll free service!"
Computer:"I am sorry. I do not understand what you want."
Me:(screaming) "I want a person."
Computer:"I am sorry. I..."
SLAM!!!!
I call 00 in frustration. "Operator!!"
Operator: "How can I help?"
Me:"I have been trying without luck to get being in consumer
service. I have been caught in a voice mail hell with an regressive
voice. How do I talk to a person?"
Operator:"I am sorry you are having problems. You can talk to a supervisor."
Supervisor:"Can I help you?"
Me:(heatedly) "I want to ask just about a toll free number. I have dialed three amount and cannot get in. It says the offices open at 7am and now it's all but 8am EST!"
Supervisor:"Oh, sometimes they forget to turn off that message so the phones can ring through. We have to call and tell them."
Me:(incredulously) "You mean the PHONE institution has employees who do NOT cognize their 1st order of business is to turn on phones to answer customers!"
Supervisor:(calmly) "I am sorry. Let me give you a some number than the one you have been calling. You need to call the office for AT&T 1-800 Easy Reach.
"Easy Reach?!??!?" Who are they trying to kid! I call this "Impossible to Reach".
Branding Lesson #1: Your name sets up an expectation. Live up to it or suffer.
There is a promise established in what we advertise and name things. Southwest Airlines had thought to create a baggage claim delivery time slogan. Then they complete that due to the configuration in a few of their terminals, to quote such a time was all but impossible. They born
the campaign even as tho'
it would-be have been true in MOST of their sites.
Branding Lesson #2: Your business sets up an expectation. If you don't deliver for yourself - how can you deliver for the customer?
A phone institution that doesn't answer the phones is a alarming thought. We'd expect it of any different business, but the phone company!! If you own a paint store and your store is in sorry need of paint, what makes that say? If the waiters in a building cannot tell you just about food on the menu because they ne'er
get to eat it, what makes that say? Look at your business with critical eyes. Would-be you do business with you?
Branding Lesson #3: The past ne'er
counts. The present creates the brand.
It is the actual in-the-moment experience that creates a brand in a customer's eyes. Brand is a living entity that is re-earned, renewed, or revoked with every interaction. Advertising only creates awareness. I am certain the really best, most unique, most competitive maker of a "brand" is the well-trained, authorised worker
who can disregard systems and procedures in order to continue a human interaction. As much organizations substitute technology for people, the institution that answers its own phone and get humans connected in short order wish win the day.
(c) 2003, McDargh Communications. All rights reserved.
Reprints are appreciated and must include byline, contact information and copyright.
Simply just about the Author
Eileen McDargh is founder of McDargh Communications, a consulting and training institution specializing in inner and social
skill development for the intention of rising
the life of a business and the business of life. Visit Eileen at http://www.EileenMcDargh.com or www.theresilientspirit.com.
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