{"id":17489,"date":"2021-03-25T07:58:44","date_gmt":"2021-03-25T07:58:44","guid":{"rendered":"\/gb\/en\/blog\/?p=17489"},"modified":"2021-07-22T13:58:54","modified_gmt":"2021-07-22T12:58:54","slug":"brand-understanding-foundational-cx","status":"publish","type":"post","link":"\/gb\/en\/blog\/brand-understanding-foundational-cx\/","title":{"rendered":"An Employee’s Brand Understanding is Foundational for CX"},"content":{"rendered":"

I was chatting with a friend this past week who was telling me about the brand fatigue he has experienced. \u201cI simply went to the grocery store to buy a few items and I am overwhelmed by the number of brands for a simple salad dressing,\u201d he stated. \u201cI have brand fatigue.\u201d<\/span><\/p>\n

While he was being overly dramatic, a trait I have come to amusingly love about him, I think we have all been there. However, my fatigue does not come from the plethora of brands we have to choose from, but from the brands that do not live up to their brand promise. I used to frequently fly one airline that had a motto about being friendly and sad to say, more often than not it was not my experience.\u00a0<\/span><\/p>\n

As I have often done when I speak about customer experience<\/a>, I speak about employee experience and I believe that it’s nearly impossible to deliver a true customer experience<\/a> if your employees don’t know your organisation’s brand promise.\u00a0<\/span><\/p>\n

I was having this discussion with a colleague some time ago with a prospect and her response was surprising when she said, \u201cyou could get all of our executives in a room and I am not sure they would all agree on the promise or mission of our brand. How then would the rest of the employees know?\u201d<\/span><\/p>\n

While this one conversation may not be indicative of every company, it does highlight the importance and need for employees to know what their company stands for so they can deliver it.<\/span><\/p>\n

There are just as many brands that excel at doing this as those that struggle and often those that struggle are like my colleague whose executive team could not align around a defined brand promise.\u00a0<\/span><\/p>\n\t\t