What do you want customers and potential customers to think and feel about your company?

When they think about you, perhaps you want them to think: “friendly,” “go the extra mile” “more knowledgeable than the competition”, “easy to deal with”, “very professional”, and/or “smart”.

Perhaps, when they think about you, you want them to feel...

confident (that you will do right by them and you know what you’re doing), happy (you’re fun to do business with and you sometimes surprise them… pleasantly).

OK, you get the idea. What the marketplace thinks and feels about you is your brand.

Now… here’s the big question…. as you scan the people who work for you…. do they acquit themselves in ways that would lead people to think and feel about your company the way you want… or not?

I just had two experiences of customer service professionals who were just perfect in delivering the kind of brand experience their respective companies would want. The first was a gentleman who answered the phone at the Portland Scottrade office. His voice was pleasant and his demeanor friendly professional – neither “salesmany” nor officious (i.e. no “I am a bow-tie wearing financial advisor” presentational style). His choice of words and grammar communicated intelligence.

He acquitted himself exactly as I imagine Scottrade would like their people to: he was both easy to talk to and projected an intelligent, knowledgeable image.

The second example comes from the Williams Sonoma store at the Mall. I bought something there a couple of weeks ago and needed to exchange it today. Both clerks were exactly what you would want in a customer service professional and expect at WM: gracious and classy in a warm, down to earth way.

These two ladies interacted in ways that perfectly communicated Williams Sonoma’s brand. They delivered a customer experience that, when replicated over and over, helps to reinforce and strengthen their employer’s brand.

Let me give you a quick example of employees that don’t provide brand building service. I used to work for an insurance company where, as I walked about the call center, I would hear a handful of voices that sounded like they had been smoking 3 packs of Marlboro’s and drinking a fifth of Jack Daniels for the last 20 years. Their word choices also fit their vocal qualities. Now… if you’re a customer calling and you hear this voice with accompanying grammar and word choice… would you feel confident that this person, this company, will help you… will know what they’re doing?

Whenever I heard these voices, I would wonder “What were they thinking when they hired this person?”

Now… what about your team? Do they present themselves in ways that fit the image you want people to have of your company?

Do they interact with customers in ways that leave them feeling the way you want them to?

Do you talk with them and coach them about what perceptions and feelings you want to create and how they can do that?

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