Management consultant Gregg Lederman believes many companies overlook the obvious: Your employees’ “behaviors” – not your marketing slogans – shape customer attitudes about your business more than any other factor. Define a common set of behaviors for your employees, or they’ll devise their own ways to fulfill your marketing promises. Those results can be good or bad, but they will definitely be inconsistent. Try Lederman’s solution: Put every employee on the same page with a customer-service makeover he calls “Living the Brand.” His system is designed to help you establish a company mind-set, define desired behaviors and hold employees accountable for delivering a terrific customer experience. In an effort to make his advice universal, Lederman frequently favors the conceptual over the concrete. His book could benefit from more specific examples of behaviors and stories of how to put his ideas into practice; he makes you want to know. getAbstract recommends this approach to managers seeking to inspire their employees so they can develop loyal customers.
In this summary, you will learn
- How “engaged” employees cultivate customer loyalty,
- How to improve your customers’ experience by giving your workers a repertoire of expected “behaviors” and
- Why using a “customer-engagement program” is better than passing out customer-satisfaction surveys.
About the Author
Gregg Lederman is the founder and CEO of the management-consulting firm Brand Integrity. He is a columnist for the Rochester Business Journal and an adjunct professor at the University of Rochester’s Simon School.
Comment on this summary
8 months agoGreat ideas on how to approach and feedback on upcoming projects and further learnings on how to grow and make projects better .
4 years agoGreat summary and informative.Helping everyone from staff to management in differrent ways of living the brand.When Gregg says "The recipe for success is 1%training and 99% reminding"it is true because the company does train us, giving us all the tools to be enganged employees but we do forget and need the reminding from time to time and that challenges us to real the full perfomance. Engaging employees in new strategies inspire employees to buy in and feel being part of the implementations,that encourages them to want to exceed the expectations.
4 years agoWhat an absolute insight,talking about Ownership especially when employees are involved.Also love the fact that there are a lot of tips on how to achieve customer service and 'Living The Brand' - great ideas
4 years agoGreat ideas of getting the team to jell together.Realy thought provoking
4 years agoGreat summery re-defining customer service as branded experience and providing tips and tools how this can be achieved.