Crystal Clear Communications Blog

I’ve written before that employees are your best brand ambassadors. To protect your brand, every employee needs to represent your brand consistently. And that means every customer should have a great experience every time they interact with your brand.

I was recently in the hospital, and while I know every medical professional has their own style, I was surprised at the inconsistency of my experience.

I’ll use the nurses as an example. I would hope that hospitals train all nurses in the same patient-treatment protocol. Yet how my IV and medicines were handled varied greatly from nurse to nurse. While all my nurses were skilled and took good care of me, the ones I liked best were the ones who gave me a great experience.

They were the ones who would come in at the beginning of their shift, introduce themselves, and then ask how I was doing and if I needed anything. They also explained exactly what meds I would be getting and at what times, and told me what time they thought the surgeon would be making rounds to talk to me.

Other nurses never introduced themselves and would come into my room only to give me meds or change my IV. They didn’t ask if I needed more water, etc. I am not complaining about these nurses. I can’t imagine how hard it is to care for a certain number of patients, some of whom were clearly quite demanding. I’m just using this as an example of customer experience.

Research shows that consistency equals credibility. Add that to the fact that your customers could probably get a similar solution from any number of your competitors, and it’s clear that giving your customers a great experience matters.

Have you trained your employees on how to ensure all customers get a consistent, great experience? Are you auditing employee-customer interactions to ensure that experience remains great over time? If not, the time to start is now. These days, it takes very little for a customer to walk out of your store, write something negative online, or simply switch to your competitor without telling you why.

Have questions about marketing and communications? Subscribe to our blog or email me at ariana@crystalclearcomms.com.