Yesterday, while enjoying an espresso at my local coffee shop, I overheard a conversation between a very frustrated businessman and his bank’s customer service advisor (CSA). By the end of the call, the businessman had more or less decided to take his business elsewhere.
It made me think about a saying from one of my favorite authors, Maya Angelou who once said:
Words mean more than what is set down on paper. It takes the human voice to infuse them with deeper meaning.
Service oriented brands have much to learn from this sentence. Make sure your brand message is consistent with the manner in which it’s being dispersed by your customer facing representatives; both online and offline.
Today, more than any other time in brand communication history, your customers have louder voices and the means to project them. To borrow the title of Pete Blackshaw’s brilliant book…
Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000
I’ll leave you with another relevant quote from Maya:
People will forget what you said, people will forget what you did, but people will never forget how you made them feel.
Does this resonate with you? I hope it does. People buy from you because of a feeling they get out of your brand.
You can craft the perfect brand message and say it in the most compelling way, but if it’s tarnished by the faces and voices of your business you will have failed.
Make sure that your customer service representatives play the role of the protagonist, not the villain in your brand’s story.