Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing. Today is Recon Thursday, where we encourage you to take a look at your company, market or competition.
Today’s topic is “People Watching: How’s Your Team Doing?”
Monday we discussed the 7Ps of Marketing: People. Now we are going to take a closer look at the people in your organization. The original Marketing mix didn’t include People. However, nothing is more important to your success than your team. We’re going to have you do a deeper dive and identify the touch points between you/your employees and your customers.
The people within your organization are your brand, positive experiences with customers lead to positive impressions about the brand and negative experiences diminish your brand. It is extremely important for everyone in your organization to understand that they are brand ambassadors, that what they say and how they act impacts the overall status of your brand.
Let’s start with touch points you have personally. They may be face to face, on the phone, via e-mail, speaking engagement or seminars. Review every instance where you are in front of customers or potential customers and determine how to improve those interactions. Consider enhancements to your personal appearance and presentations/proposals; establishing a target timeframe for follow-up and improvements to customer service. Any of those items will enhance the brand.
Next, look at your employees. Are they answering the phone appropriately? Are e-mails responses clear and concise? Are presentations/proposals for clients polished and professional? Does their appearance comply with company dress code? Again, look at those touch points and identify opportunities around how to improve.
Keep in mind not everyone is a people person. Look carefully at who should be engaging the customer. For example, if a staff member does not have strong presentation skills, perhaps they should remain back at the office. Use your judgment to gauge each situation.
One area often overlooked is people outside your organization representing your products. They also reflect on your brand. Go out to the channels and observe their interactions with customers (e.g., secret shopper). Include distributors, sales representatives, and even convenience store counter people. Anywhere you can improve customer interactions will result in enhancement to the brand of your company and products.
Once you pull your team together, promote it heavily to distinguish your brand. Not only do you have a great product, you’ve got great people as well.
That’s Recon Thursday, to stop by tomorrow for Digital Friday. If you would like assistance regarding the 7Ps for your organization, please call me to arrange a one on one service engagement. Contact information is at the end of this blog. I am Jim Glover, That Branding Guy, for Once a Day Marketing and we will see you next time.
James Glover: (505) 501-1330 or firstname.lastname@example.org