I recently made a phone call to the Customer Service of a large company to discuss some challenges I have been having with my service. After explaining my situation, the agent I was speaking with said she understood completely and would give me a credit on my next bill. While I was very happy with that response, she went on to say, “And because it’s Monday, I’ll throw in an extra $20.00 credit.”
I hung up the phone with a smile on my face, not just because of the credit, but because of my experience with the brand. You see, marketing doesn’t simply live within the marketing department. Marketing determines the voice of the brand and has a responsibility to communicate that internally as well as externally.
No matter how large or small your company may be, your brand has a voice. In the case of my customer service call, the brand’s voice made me feel understood, valued and made me laugh. The end result made me feel better about the company and increased my opinion of their service.
How would you describe the voice of your brand today? Is it the voice you want to share with your customers?
- If so, does your whole company understand how to communicate your brand’s voice?
- If not, write down the type of voice you would like you company to have.
- Create a basic document to distribute internally with a description of your brand’s voice and how it should be used.
Take some time this week to talk to your team about the voice of your brand. Giving your customers a consistent experience every time they reach out to you will build your brand affinity and at the end of the day, it will make your customers happy.
Do you have an experience with a brand that left you with a smile on your face? Share it!