Happy employees make a difference to the customer experience. We hear it all the time and I’m constantly writing about the importance of starting inside with what’s important, crafting that into a meaningful brand story and telling it in every way possible, including through your staff and how much they buy into and feel they represent that story. It’s important because people connect with emotion, and it has to be real. People care less about stuff and more about how they feel. Much, much more.
I know that it’s for this reason that it’s next to impossible to stand out and make a difference with tactics designed to interrupt people and strategy designed to get attention when it’s not based on something that comes from the heart. Getting noticed is pretty useless anyway unless people actually believe what you’re saying. Creating messages that actually mean something to people is important because our number one goal is to connect and engage. Because well, that’s what people do. That’s how we are and have always been.
But your ‘messages’ aren't just the things you write; your copy, your slogans, your catch-phrases, your advertising. Your message is in everything. EVERYTHING. Every contact your customer has with you or your business and your brand, sends a message. If you want to be believed, then that message needs to be consistent. That is, you need to tell the same story in everything you do.
My inspiration for thinking about consistency of story and brand message came from a recent experience with a plumbing supplier. I’ve been renovating my bathrooms and walking that line between creating a thing of beauty and not blowing the budget … too much :) I’d finally found a mixer that I actually liked and which was in my budget because it had been heavily discounted as a discontinued item. The matching bath spout however was in Palmerston, NT and was one of only two left in the country. This was no problem though because the staff were very diligent in organising it to be sent to Perth, and even when it took a wrong turn and ended up in Adelaide, they kept me posted and assured me they’d get it to me. And they did.
When I went into the store to pick it up, not only did the lady who was looking after me do a brilliant job of making me feel looked after on top of everything she’d already done, but about 3 other employees at varying times during my visit, commented jovially about this bath spout, one of the last of its kind, doing a tour of Australia before it ended up here. They were happy I’d got it because they knew how important it was to me and do you know how that made me feel? It made me feel really happy because I felt like they really cared.
As I left the store, amidst wishes of “Enjoy!” and “See you next time”, I noticed the company’s brand message on the wall. It said, “Bathroom Happiness”. And I thought to myself, damn right. I am happy. I love the bath spout, but I loved the way I was treated more … and I believe them. I believe them when they say they create bathroom happiness because that’s what I felt. It wasn’t the bath spout, or the brand message, it was the connection those employees created with me that made me believe their story. They were consistent.
Consistently telling your brand story in everything you do is what fosters trust and loyalty, over time. Authentically making real connections is what makes people feel what you want them to believe. Otherwise, it’s just words.
Photo credit: "Life for me ain't been no crystal stair" by downing.amanda via Flickr