Train Your Staff to Be Your Brand Ambassadors

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Filed under - Archived Content

Building your company’s brand, a core vision, values and customer promise takes time, effort and resource. But to make your brand come alive for your customers it takes more than just the marketing department to be engaged.

Every member of staff is an ambassador for your brand. Every interaction with customers, whether it is with your retail staff in store, your call centre employees dealing with a service problem, the technical people helping a customer with the operation of your product or your finance department dealing with an invoicing issue, leaves a mark that can enhance your brand or undermine it.

The question is how do you equip your employees with the knowledge, attitudes, beliefs and the skills to behave in a consistent and meaningful way? The answer favoured by many organisations is to have senior executives write articles in the company newspaper and to send frontline employees on generic customer service training courses.

The problem with generic training is that most likely your competitors are doing the same thing. This kind of training investment will do nothing to make customers more loyal to you than to the competition. So, what is the answer? It is what we call Branded Training.

‘Branded Training’ addresses:

Put simply, Branded Training addresses Head, Heart and Hands:

There is a world of difference between generic and Branded Training. The former may get you to par with your competitors but it is only by aligning all employees with the strategic intent, the values and helping them be the best they can be that you create an army of brand ambassadors who become your best sales people, whatever department they represent.

Author: Guest Author

Published On: 13th Jul 2017 - Last modified: 9th Nov 2017
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