Companies must not lose sight of the fact that their corporate brand is more than just an identity, but should be carried through the ranks to the shop floor, according to Peter Andreou, managing director of PeopleAchieve.
Andreou, whose firm specialises in training programmes that push the brand values throughout the corporate structure, said: “Great offices and an expensive corporate identity will only get you so far. If your staff let you down on the front line, you will lose custom.”
According to Andreou, customers make instant decisions based on how brands touch their emotions. “These mental calculations rely on past emotional experiences – in fact, they rely on emotion far more than logical thoughts. As a result, our brains recall the feelings we last experienced when associating with the company in question.
“Take a retail outlet for example: if the product was great and the staff members were friendly and helpful, we remember this far more than if the lighting was bright enough.”
Emotions influence 80 per cent of all purchases, according to Andreou, while outstanding service increases a customer’s likelihood to return by up to 20 times.
The Cyprus-based PeopleAchieve has been operating in the Middle East for a number of years and has just opened a new office. Andreou has named the rapidly growing retail sector as ripe for using branded customer service to add to top-line growth.
“Generic good service is not enough,” claims Andreou. “What is needed is branded customer service delivered by the front-line staff.
“Look at each of the points of contact with customers – both direct and intangible – and link them to your brand. Set the tone of voice and attitude, and then make sure you train and motivate your staff to deliver it.”
While training like this can sometimes be relegated down the list in human resources terms, Andreou points out that “living the brand” through a company’s human capital can actually maximise advertising spend.
“The brand essence on a billboard should be exactly the same as that lived through the service delivery – and a synergy on all points of customer contact will ensure the marketing communications budget is used most effectively.”
PeopleAchieve has trained more than 25,000 people in over 250 training programmes across 15 countries. The programmes run across all areas of the marketing and strategic spectrum, from coaching top level management, creating brand values and delivering brand behaviours, to making organisations more emotionally intelligent, which all benefit the bottom line.
© 2005 Al Bawaba (www.albawaba.com)
