Does your organization design job titles and specifications to place emphasis on the customer? When considering the ability of different parts of your team to impact the experience of your customer, where are the points of pressure?
A commercial transaction is an experience, wrapped around a promise. The value which is exchanged (monetary, utility, emotional) and the extent to which the transfer is well-balanced, affects the experience of the promise. Over time, a brand's meaning is the sum of the promises made and kept.
People and organizations can make promises in different ways. What levels of people your firm, or people on your team, have influence on the consumer experience? Do they:
- Greet or interact with customers in person
- Answer inquiries on the phone or those that come in by email?
- On-board new team members?
- Decide on employee compensation, perks, or benefits?
The people who do any of the above are not just employees; these people can make, keep, and break promises. Now think about the number of those people whose job title is coordinator, specialist, or assistant? How many of them receive instruction from managers, directors, or VPs?
I recently came across a posting for a "Director of First Impressions." Here's the line I liked best from the requisition:
"Candidates should only apply if they can provide the highest level of customer service, with a smile on their face, no matter what the position throws their way."
To handle the unexpected, to be sure about your motivation and commitment to customer success? It's not always easy to keep your promises - having people who take that seriously, and who know they are empowered and expected to do so, can make all the difference. Don't waste an opporuntiy to think about how your next "Assistant" will delight a customer, and maybe even lead by example.
