OCTOBER 2006 

When I was ten, one of my chores was feeding the dogs. It was a task that I did not relish. Don’t get me wrong, I loved my collies. They were the best dogs ever. What I hated was that gross, smelly, disgusting wet food that I had to feed them. It was horrible. Needless to say, this chore was not one I rushed to get done. One night, after Mom had delivered numerous reminders, she burst into the living room, turned off the television and agitatedly declared, “This is the last time that I’m going to tell you to feed the dogs!” To which I said appreciatively, “Well, thank goodness! ‘Cause it was getting a little annoying.” Evidently, Mom and I were on different wavelengths about her statement because I spent the rest of the evening alone in my room with my allegedly smart mouth. 

In retrospect, what Mom was looking for from her son was a kid that sincerely approached the job handed to him. She expected me to overcome whatever annoyances that may exist because of a love for my collies. Lesson learned. It’s a lesson that applies very much to the business world today. Case in point: my video store.  

I’ve always been a movie buff. Action, drama, I even watch (and read) foreign flicks. With that in mind, trips to the theatre are common. Trips to the video store are even more frequent. One store I visit routinely has a policy of greeting the customer when he or she walks through the door. It is part of their brand identity to create a friendly environment that reflects and exudes the sense of entertainment that they are selling. Sometimes I’m greeted with a hearty, “Hello! How are you?” Other times, the clerk barely looks up and responds with a less than enthusiastic and very Lerch-like, “H-u-l-l-o.” It’s a response eerily similar to that of Pavlov’s dogs—a conditioned reply to the ding of the opening of the door. The difference is in their sincerity and it’s quite a distinction. In fact, I would much prefer no greeting than a canned, forced response which accomplishes quite opposite of what is intended. After all, with the latter response, I’m reminded that the employee does not want to be there…doesn’t really care if I’m there and I immediately begin to wonder if I should be somewhere else.   

In terms of creating an environment equivalent to the brand identity, sincerity is vital. Brands are built from the inside…out. A key component of branding is the relationships built through employees with your customers. Creating a checklist for employees to adhere to in their customer service efforts could put certain service wheels in motion, but such a legalistic approach may not yield the desired results in terms of the brand. It often lacks a vital ingredient: Sincerity.  

Sincerity is at the crux of successful relationships. It makes a world of difference. Relationship-building is at the heart of brand building. It is essential that people who routinely interact with customers understand this concept. Admittedly, no one is going to exude an apex of sincere enthusiasm around the clock. However, it does not take long to discern those who have a natural knack for customer service from those who belong in a department safely tucked away from customers.

Sometimes the latter type can be overcome with a revamped attitude. Knowing what customer oriented service tasks are ahead, sometimes it is merely choosing to put a smile on your face and conquering the day. After all, your attitude, your choice, right? Other times, reaching a positive level of sincerity in customer interactions is more difficult. Sometimes, it’s just not in someone’s personality. The key is a training program that stresses the importance of sincerity and relationship in regards to living the brand identity put in front of the employee; and putting personnel in positions that utilize their strengths rather than exposing their weaknesses.

Just as Mom expected me to reflect sincerity in overcoming the annoyances of that grotesque dog food to take care of my beloved collies, you want your employees to overcome their irritations to sincerely build lasting relationships that live the brand. Sincerity will always be an important ingredient in the process.

 © BrandVision Marketing. 2006. Scott Trueblood. All rights reserved.

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