Simply stated, it won't matter what you do or add to your product offering and marketing campaigns- if your "moments of truth"- every moment your employees interact your customers- is the best it possibly can be. Millions of dollars in marketing and PR will not overcome bad customer experiences. There are just to many choices for consumers to make these days- and they do- frequently.
Companies today need to invest in innovation to remain competitive and cutting edge. Equally important is the need to invest in their sales and customer service personnel. The talent you present to the customer and the interaction that ensues, is what they ultimately remember-how they were treated, respected, their ability to solve problems and find solutions. They are your brand to the consumer. Your talent is what folks will talk about at church gatherings, baseball games, over dinner and out with friends. Long after your logo is forgotten, consumers will remember the experiences your employees created for them.
One of my new favorite quotes; "Why should I spend money to train my people when all they will do is take that knowledge and leave for a competitor?" My response- "What happens if you don't and they stay?" The stories people tell of your company will ultimately become your brand. Invest in good story tellers.
