Sync Marketing Messages and Sales/Customer Service Actions

“If we were a ruffian brand, it might be different,” Marka said. “But that’s more like Pyro. Let him own the concept of, ‘We beat quality into our product...and our people.’ ”

“But that’s not us,” Zoot added. “Our marketing message is clean, crisp and efficient—and our behaviors need to be too.”

“Anyone involved in FEI customer service should embrace a warm, caring, customer-first attitude. When customers call, they’ll be treated to a pleasant, problem solving experience,” Marka said, putting her hands behind her head and audibly relaxed.

“Prometheus excelled at having what my grandfather Custo called a ‘servant’s heart.’” Zoot observed. “This approach contributed to FEI’s early business success and cemented many customer relationships during those critical early days. The bottom line? We can never forget the importance of smart, dependable customer service.”

“Good company messaging is not only written, it’s spoken,” Marka agreed smiling. “Our USP should be embodied in the attitudes and actions of all our employees. And there’s nothing in our USP about boredom, coarseness or indifference.”

“Amen!” Numo cried.

“I’m glad you’re finally thinking like a top-line driven exec, Numo,” Marka said with a wink.

“Never!” Numo declared, shifting his coal black eyes away from Marka’s warm gaze. “Profit percentage is everything!”

Today’s FIRE! Point:
Employee behavior should match your company’s brand message. Depending on what your brand stands for, this could mean acting friendly, providing speedy service, solving tough problems or a number of other behaviors that are valuable to customers.

Initially, decide on what your brand stands for and then train all team members how to best represent your company’s brand when they interact with customers or amongst each other. Then, remind offenders that their actions and behaviors reflect upon your entire company. Encourage employees to identify and fix any small business details that can get in the way of winning and retaining business. Employees will get on board when they understand how everyone’s actions contribute to or take away from the company’s success and their earning potential.

FIRE! in Action
Core values, everywhere