"Next in line!" shouts the counter person in the fast food restaurant. If you're the customer, the impersonal language of the server says that you are nothing more than the next 'cheeseburger-do-you-want-fries-with-that?" order. But go down the block to another fast food establishment and you'll find employees who have been trained to ask, "May I help the next guest, please?"
For thousands of companies that depend on the instant impressions created during these Moments of Truth between employee and customer, the words that employees use are more than just language. How your employees speak with your customers is, quite literally, your brand brought to life.
A well-managed brand platform guides both the language and behavior of your employees. Certainly, the fundamentals of good customer service - courtesy, speed, listening, understanding and delighting - are true for every company. But each brand has its own unique brand personality characteristics that should color the language employees use to help differentiate the company from its competition. The hamburger chain that considers patrons guests rather than food orders is likely to have a more appreciative, and loyal, clientele"
What is considered the rule or the feeling you want to convey in your organization? Take a lesson from Nordstrom's...
"The Nordstrom department store chain is legendary for its commitment to customer service. Founded in Seattle, the well-trained employees of this high-end store live their brand promise of outstanding customer service through every interaction. Nordstrom's corporate culture is humbly taught to their employees from their first day on the job with only one rule for customer service:
Welcome to Nordstrom.
We're glad to have you with our Company. Our number one goal is to provide outstanding customer service. Set both your personal and professional goals high. We have great confidence in your ability to achieve them. Nordstrom Rule #1: Use good judgment in all situations. There will be no additional rules.
Allowing Nordstrom employees to make their own personal judgment demonstrates Nordstrom's commitment to serving its employees, as well as its customers. Their customer service brand is an example of direct interaction between employee and customer."
Sometimes your actions speak louder than words, being responsive, considerate, and on-time can make a huge difference...
"However a company's employees interact with customers, the words they use - directly or indirectly - do more than communicate information about service policies, take orders or direct actions. The language of customer service is their brand incarnate."
No go and become your brand.