{"id":12847,"date":"2013-02-28T07:04:28","date_gmt":"2013-02-28T12:04:28","guid":{"rendered":"http:\/\/herculiz.com\/dev\/?p=4634"},"modified":"2018-10-18T20:13:55","modified_gmt":"2018-10-18T20:13:55","slug":"the-power-of-we-in-customer-service","status":"publish","type":"post","link":"https:\/\/brandtwist.com\/blog\/brand-implementation\/the-power-of-we-in-customer-service\/","title":{"rendered":"The Power of “We” in Customer Service"},"content":{"rendered":"

\"\"<\/a><\/p>\n

Here’s a little anecdote from a shopping experience I had yesterday that shows how a subtle difference in language can really effect a brand experience.<\/p>\n

My daughter broke her backpack and I went shopping for a new one. This is not an easy task by the way – three quarters into the school year the selection is very limited. It’s like trying to find a 4th of July sparkler in November. \u00a0Anyway, I digress…<\/p>\n

I went into several brand name shops in my local shopping area, frantically searching for the back pack, and I noticed something really important in visiting \u00a0two stores back to back.<\/p>\n

The sales clerk at store number #1 (Burlington Coat Factory<\/a>)<\/strong> \u00a0told me THEY don’t carry backpacks right now. The “THEY” she was referring to was the store she worked at. The employer paying her check. By using this pronoun it was clear to me that she didn’t really consider herself part of this brand. I love Burlington Coat Factory for its great selection and low prices but I was dismayed by this attitude.<\/p>\n

[sc:optin]<\/strong><\/strong><\/p>\n

<\/strong><\/strong>The sales clerk at store #2 (DSW-Designer Shoe Warehouse<\/a><\/strong>) – also wasn’t able to help me find what I was looking for. But she said “I am sorry, WE don’t have backpacks in stock right now”. This subtle difference from “THEY” to “WE” told me that she realized that she was indeed part of the DSW brand. And my experience shopping there has been consistent, the sales clerks will spend a lot of time with you trying to help you find just the right pair of tall black suede boots size 9 (just for example).<\/p>\n

Semantics? I don’t think so. I think a brand’s ability to deliver great customer service is linked to its ability to make its employees understand and feel that they are the brand. There is no “THEY” – \u00a0there is only “WE”.<\/p>\n

Do your employees understand this distinction? Are they taking ownership of your brand?<\/p>\n

Building a strong brand culture and delivering on your promise at every touch point\u00a0<\/strong>– including employee interactions –\u00a0may not always be as easy as it sounds. We understand the challenges in creating a strong, clear and more profitable brand. Brand School<\/a><\/strong>\u00a0is our highly effective, premier branding program that will give you the tools you need to develop your brand and use it to make your business thrive.\u00a0Receive\u00a0more information about the next semester\u00a0and also receive\u00a0free brand-building tools and tips<\/strong><\/a>\u00a0<\/strong>when you join\u00a0<\/strong>our mailing list<\/strong><\/a>.<\/strong><\/p>\n

Please also check us out on\u00a0Twitter<\/strong><\/a>\u00a0<\/strong>and\u00a0Facebook<\/strong><\/a>\u00a0for more insight and discussion on branding.<\/p>\n

\"\"<\/a><\/p>\n

“Quality information. The value is priceless. I loved every minute of it! I’ve recommended Brand School to industry friends and colleagues.”<\/em>\u00a0– Barb Wanzo, Non-Profit Homeowner Services<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Here’s a little anecdote from a shopping experience I had yesterday that shows how a subtle difference in language can really effect a brand experience. My daughter broke her backpack and I went shopping for a new one. This is not an easy task by the way – three quarters into the school year the […]<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24,101,84,64,106],"tags":[40,41,225,45,313,413,414,415,52,416,245],"class_list":{"0":"post-12847","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-brand-implementation","7":"category-customer-relations","8":"category-customer-service","9":"category-insights","10":"category-shopping","11":"tag-brand","12":"tag-brand-building","13":"tag-brand-culture-2","14":"tag-brandtwist","15":"tag-business-identity","16":"tag-business-loyalty","17":"tag-corporate-culture","18":"tag-employees","19":"tag-julie-cottineau","20":"tag-language","21":"tag-marketing-language"},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/brandtwist.com\/blog\/wp-json\/wp\/v2\/posts\/12847","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brandtwist.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brandtwist.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brandtwist.com\/blog\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/brandtwist.com\/blog\/wp-json\/wp\/v2\/comments?post=12847"}],"version-history":[{"count":1,"href":"https:\/\/brandtwist.com\/blog\/wp-json\/wp\/v2\/posts\/12847\/revisions"}],"predecessor-version":[{"id":16400,"href":"https:\/\/brandtwist.com\/blog\/wp-json\/wp\/v2\/posts\/12847\/revisions\/16400"}],"wp:attachment":[{"href":"https:\/\/brandtwist.com\/blog\/wp-json\/wp\/v2\/media?parent=12847"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brandtwist.com\/blog\/wp-json\/wp\/v2\/categories?post=12847"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brandtwist.com\/blog\/wp-json\/wp\/v2\/tags?post=12847"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}