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Customer Satisfaction Consulting .com
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Becoming a Great Brand
One of the biggest problems companies face is instilling pride in its work force.
Unfortunately, too few companies realize that this process must starts at the top.
There are countless senior executors and managers who are not focused on building,
maintaining and promoting a brand identity. In addition, an even greater number
of these senior executors do not believe in the brand. Too many of these senior
managers focus primarily on operational effectiveness and cost efficiency. In addition,
many of these executives promote brand values in their corporate lives yet behave
in a manner, which is in direct contrast to the values of the brand. An example
of this would be a brand identity that is built around innovation, and a senior
executor who refuses to support new ideas, products, or programs. This leads to
employees, who refuse to take risks, which leads to the brand becoming stagnated.
It has been proven that the most significant influences on employee attitudes are
the actions of senior managers. Senior management has a responsibility of to establishing a unique corporate culture,
which provides the bases for the brand promise. This brand promise must resonate
through both employees and customers in order to create a strong brand. A perfect
example of this is The Ritz Carlton Hotel Company who uses the follow five Golden
Standards to reinforce their brand as well as how their employee's including all
senior management are to represent the Ritz Carlton Hotel Company. 1.A vision to revolutionize hospitality in America by creating a luxury setting
for guests and a credo that states the company's commitment to the genuine care
and comfort of its guests. 2.A motto that exemplifies the level of service for its guests: We are ladies and
gentlemen serving ladies and gentlemen. 3.Three Steps of Service:
A.A warm and sincere greeting that uses the guest name, if and when possible
B.Anticipation and compliance with guest needs.
C.A fond farewell that uses a guest's name, if and when possible 4."20 Basics" that outline the responsibilities and expectations for
how the company delivers on its service (including #13--Never Lose a Guest). 5.The Employee Promise, "At The Ritz-Carlton, our Ladies & Gentlemen are
the most important resource in our service commitment to our guests." Please visit the Website of the Ritz Carlton Hotel Company to view their complete
Gold Standards at: ritzcarlton.com/corporate/about_us/gold_standards.asp In order to create a GREAT brand, companies must first realize that to do so,
they must have customer loyalty, which is established because customers ?enjoy?
doing business with a particular brand solely because the can depend on receiving
great service. In emphasizing great service, we have to go back to companies instilling pride in
their work force. If the employees are not loyal and do not take pride in the brand,
how then can the company expect the consumer to take pride and be loyal to the brand? Brands are the personification of the company. When senior management, owners,
and all employees take pride in the brand, this translates into a brand identity
that is both appealing and dependable to the consumers. When every level of the
organization consistently reinforces the core values and principles of the brand,
employees then become willing advocates for the brand both in their corporate and
private lives, reinforcing the brand image, and thus creating a great brand.
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