Step 1: Top Team Alignment
The top team’s aligned direction will make the team members know their action focus and develop the strategy for achieving it. With the strategic standards, the success can be gauged.
Step 2: Touch Points Analysis
Through the mapping of service touch-points, you can identify opportunities for improvement and resources prioritization. It can also help ensure the cohesive delivery of the company’s brand promise.
Step 3: Internal Communication
Through town-hall sessions or wide-scale briefing with the staff, their minds and efforts can be united. It can also signal the top team’s commitment so as to ignite their passion.
Step 4: Empowerment and Training
Through the thoughtfully designed message, your staff will be injected with the “right” attitude. Coupled with the proper training in brand living skills, they will become more confident and devoted.
Step 5: Guidance and Coaching
Your staff welcomes feedback on their service behaviors. Supervisors need to coach and give feedback for the staff so as to reflect whether they are on-brand or off-brand.
Step 6: Culture Development
Brand building without matching with the organizational culture is just like erecting a beautiful tower on the floating sand. Continuous assessment on the alignment between them is more than important.