CX Tip #3: Regularly Refresh Your Brand Promises

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CX Tip #3: Regularly Refresh Your Brand Promises
(Compelling Brand Values)

Starbucks CEO Howard Shultz once said “Customers must recognize that you stand for something.” While most organizations start with a clear brand promise, the focus on short term goals can easily push them away from delivering on it. Decisions across an organization may seem reasonable in their immediate context, but they can collectively push a company off its course.

Once the brand promise is lost, organizations will often spiral out of control without the brand as their True North guiding the way. That’s what happened to Starbucks in 2007. Shultz returned to the company in early 2008 to help restore the brand promise. His assessment of the situation: “We lost our way.” The company closed more than 7,000 stores on one day for a three-hour session to re-instill the brand promise with employees.

Rather than waiting for the painful recognition that your organization has lost its way, examine your brand promise at least every two years. Even if nothing changes, the process of reaffirming your brand can be powerful. Make sure that your brand promises are recognizable, believable, compelling, and well understood by both customers and employees.

See full list of CX Tips

About Bruce Temkin, CCXP
I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

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