Many customer service departments utilize a customized script for when a customer calls in with a request, complaint or simply a question. These are great tools for new employees and specifically for new and recurrent training purposes. I wonder though how often the company brand is mentioned in these customized scripts? What better way to reinforce your brand that with your front line employees. These are the folks in the trenches that often deal with the emotional customers who are not usually calling to tell you how much they love your company or your products. They are not meant to be just a firefighter putting out the random hot spots but rather a vehicle to delivery your brand to every customer they come into contact with.
Zappos is a great example of a company that totally gets this concept and has been extremely successful due in large part to the fact that their employees not only understand but live out their brand every day. They use the interactions with their customers over the phone as an opportunity to “Wow” them with superior service. They actually want their customer to call them because they understand that each time is an opportunity to strengthen the brand and win the customer for life. One way they motivate their customers to call is by putting their customer service phone number on the top of each web page.
Are you using your telephone to merely interact with your customers or to build a stronger brand?