Our experience as customers offers great instruction into the concept of branding. Come with me on a recent “experience” and you’ll see what I mean. Here’s the situation:

I want to order an 800 number. On my AT&T bill is a customer services number. I call it. A voice mail gives four options. None of which I want. Just TRY to get a representative. I am instructed to dial another number. I am given three options. Hit 0 for operator and the disembodied voice says I have called after hours. The hours are 7am - 10-pm Monday- Fri. Eastern Standard Time.

Fine. It is now 4am Monday in California. They should be open. By 4:30am in CA I have called repeatedly and punched in all the prompts until I am ready to punch someone. I am still told by a disembodied voice that the offices are closed. I try another number. This time, I reach a computer voice.

Computer: “I’ll try and help you. Tell me in your own words what you want.”

Me: “Toll free service.”

Computer: “I’m sorry. I did not understand. Let me tell you what services we offer…”

Me: “I want a person”

Computer: “Tell me, in your own words, what you want.”

Me: “Toll free service!”

Computer: “I am sorry. I do not understand what you want.”

Me: (screaming) “I want a person.”

Computer: “I am sorry. I…”

SLAM!!!!

I call 00 in frustration. “Operator!!”

Operator: “How can I help?”

Me: “I have been trying without luck to get someone in customer service. I have been caught in a voice mail hell with an atavistic voice. How do I talk to a person?”

Operator: “I am sorry you are having problems. You can talk to a supervisor.”

Supervisor: “Can I help you?”

Me: (heatedly) “I want to ask about a toll free number. I have dialed three numbers and cannot get in. It says the offices open at 7am and now it’s almost 8am EST!”

Supervisor: “Oh, sometimes they forget to turn off that message so the phones can ring through. We have to call and tell them.”

Me: (incredulously) “You mean the PHONE company has employees who do NOT know their first order of business is to turn on phones to answer customers!”

Supervisor: (calmly) “I am sorry. Let me give you a different number than the one you have been calling. You need to call the office for AT&T 1-800 Easy Reach.

“Easy Reach?!??!?” Who are they trying to kid! I call this “Impossible to Reach”.

Branding Lesson #1: Your name sets up an expectation. Live up to it or suffer.

There is a promise established in what we advertise and name things. Southwest Airlines had thought to create a baggage claim delivery time slogan. Then they realized that due to the configuration in a few of their terminals, to quote such a time was almost impossible. They dropped the campaign even though it would have been true in MOST of their sites.

Branding Lesson #2: Your business sets up an expectation. If you don’t deliver for yourself how can you deliver for the customer?

A phone company that doesn’t answer the phones is a scary thought. We’d expect it of any other business, but the phone company!! If you own a paint store and your store is in sorry need of paint, what does that say? If the waiters in a restaurant cannot tell you about food on the menu because they never get to eat it, what does that say? Look at your business with critical eyes. Would you do business with you?

Branding Lesson #3: The past never counts. The present creates the brand.

It is the actual in-the-moment experience that creates a brand in a customer’s eyes. Brand is a living entity that is re-earned, renewed, or revoked with every interaction. Advertising only creates awareness. I am convinced the very best, most unique, most competitive maker of a “brand” is the well-trained, empowered employee who can disregard systems and procedures in order to continue a human interaction. As more organizations substitute technology for people, the company that answers its own phone and get humans connected in short order will win the day.

About The Author

Eileen McDargh is founder of McDargh Communications, a consulting and training company specializing in inner and interpersonal skill development for the purpose of improving the life of a business and the business of life. Visit Eileen at http://www.EileenMcDargh.com or www.theresilientspirit.com.

© 2003, McDargh Communications. All rights reserved.

Reprints are appreciated and must include byline, contact information and copyright.

McDargh@aol.com

Know about the Online Store
There are few questions which do not require explanations because you will get the opportunity to personally experience and understand it only when you try it. The same stands good for the question ‘why should we shop from Gordon International‘. It is high time you casually visited the website to know more details which will help you get professional help for choosing your basketball uniforms and many more. Basketball is undoubtedly an attractive game and to make it more eye-catchy, get the perfect uniforms from the right place.
Choosing from the Display
Here is a brief overview of the basketball uniforms on the display of Gordon international: to begin with, there are several types of jersey models such as Sunset Series, Drive Series Jersey, Cap Sleeve Jersey, Edge Series, Fast Break Jersey, Shadow Series Jersey, Triumph Series Jersey, Reverse Jam Series Jersey, Dunk Jersey, Double Steal Jersey, and many more. The pants and the shorts can be chosen according to the jerseys purchased. You do not have to worry as you can completely customize the basketball uniforms available here. This is not all as you can get stylish windshirts and practice jersey too, thus completing the description of a complete basketball uniform.

Wal-Mart Stores, Inc. is opening its Neighborhood Market in Maumelle, Arkansas on a 35,572-square foot area along Audubon Drive. The new store is Wal-Mart’s way of reaching the local consumers in Maumelle and providing them with a complete array of groceries including fresh produce, bakery items, dry goods, meat and dairy products, and frozen foods. The store also offers a 1-hour photo center and a drive-through pharmacy. Wal-Mart Stores, Inc. operates a chain of large, discount department stores. In 2007, it ranked 19th in Fortune 500’s Most Admired Companies in America. As of 2008, Fortune Global 500 recognizes the company as the world’s largest public corporation in terms of revenue. Wal-Mart operations include the Wal-Mart Supercenters, the Wal-Mart Discount Stores, Walmart.com, and the Wal-Mart Neighborhood Markets. The first Wal-Mart Neighborhood Market was opened in 1998. At present though, more than a hundred Wal-Mart Neighborhood Markets operate across the country. Moreover, the opening of this Neighborhood Market not only bolsters the company’s continual focus on increasing its profits, but also, the store sees to it that they can give back to the community and to the environment. One good example is the creation of new jobs as the store is said to employ 80 associates. Also, to celebrate its opening, the Wal-Mart Foundation is giving $18,000 to several local organizations. The company also promotes sustainability through equipping its store facilities with environment-friendly features.

Alice Walton, daughter of Sam Walton, founded the Rocking W Ranch.

Learn more about Sam Walton’s daughter Alice Walton and her work with Camp War Eagle.

Alice Walton’s Camp War Eagle is also profiled on Arkansas Camps.