|
Our experience as customers offers great instruction into the
concept of branding. Come 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 customer
services number. I call it. A voice mail gives four options. None
of which I want. Just TRY to get a representative. I am instructed
to dial another number. I am given three options. Hit 0 for operator
and the disembodied voice says I have called after hours. The hours
are 7am - 10-pm Monday- Fri. Eastern Standard Time.
Fine. It is now 4am Monday in California. They should be open.
By 4:30am in CA I have called repeatedly and punched in all the
prompts until I am ready to punch someone. I am still told by a
disembodied 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…”
I SLAM!!!!
I call 00 in frustration. “Operator!!”
Me: “I have been trying without luck to get someone in customer
service. I have been caught in a voice mail hell with an atavistic
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 about a toll free number. I
have dialed three numbers and cannot get in. It says the offices
open at 7am and now it’s almost 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 company has
employees who do NOT know their first order of business is to turn
on phones to answer customers!”
Supervisor: Supervisor: (calmly) “I
am sorry. Let me give you a different number than the one you have
been calling. You need to call the office for AT&T 1-800 Easy
Reach.
Me: “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 realized that due to the configuration in
a few of their terminals, to quote such a time was almost impossible.
They dropped the campaign even though it would 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 company that doesn’t answer the phones is a scary
thought. We’d expect it of any other business, but the phone
company!! If you own a paint store and your store is in sorry need
of paint, what does that say? If the waiters in a restaurant cannot
tell you about food on the menu because they never get to eat it,
what does that say? Look at your business with critical eyes. Would
you do business with you?
Branding Lesson #3: The
past never 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 convinced the very best, most unique, most competitive
maker of a “brand” is the well-trained, empowered employee
who can disregard systems and procedures in order to continue a
human interaction. As more organizations substitute technology for
people, the company that answers its own phone and get humans connected
in short order will win the day.
|
