Make staff your brand ambassadors

By LBV

23 May 2012

The role of customer services representatives – particularly within SMEs – is evolving. A growing number of businesses are moving away from traditional script based conversations, instead training their staff to essentially become brand ambassadors.

So how do you instil this brand ambassador approach amongst staff?

Firstly, go back to basics where possible, encouraging a more personal, less scripted approach to dealing with customer enquiries and complaints. Train your frontline staff to have the skill set to recognise customer needs, whilst empowering up-skilled employees to ‘own’ problems, taking appropriate, proactive action to achieve positive results. Customers don’t call because they want to, they make contact because they have to. Employees trained to establish a positive relationship with the caller whilst understanding the reason for the call and the emotions of the customer will ensure the enquiry is dealt with effectively and efficiently, whilst providing an opportunity to reinforce your brand and even exploit a potential sales opportunity.

Adopting a ‘top down’ approach beginning with senior management viewing the customer services team as an opportunity to build and retain customer relationships, rather than as another cost to the business, should then filter down to lower levels of the organisation.

This approach should not just focus on call-centre staff. Digital channels including social media must also be encompassed, for example, by monitoring your company’s social media activity and having staff with the right technical skills and responsibility to nip issues, which may turn into customer complaints, in the bud. This will not only minimise customer frustrations, it may also reduce call-centre volumes and, given that call-centres are one of the most expensive parts of an organisation, this approach will reduce operating costs as well.

Reinforcing your brand values should be at the centre of your customer service training programmes. As well as competency and technical skills the focus should also be on behaviour and attitudes - encouraging staff to explore what they think great customer service is.

A business is only as good as its people – invest in them and they will invest in you.

Nicola Parr
Holt Green Training 

Enjoyed this? Read more from LBV

Latest news

1

Supermarket stays put in blow to town's £250m masterplan Blackburn Aerial

Supermarket stays put in blow to town's £250m masterplan

28 Mar 2024

2

Modern Milkman acquires American counterpart article placeholder listing image

Modern Milkman acquires American counterpart

28 Mar 2024

3

Tips for surviving Lancashire's pothole plague

Tips for surviving Lancashire's pothole plague

28 Mar 2024

4

The Pikes wines launched to support Lake District mountain rescue THE PIKES BLOG BANNER.jpg.jpg

The Pikes wines launched to support Lake District mountain rescue

28 Mar 2024

5

Fundraising success sees Stanley Women compete in Dallas Cup The Accrington Stanley Under 18s team which are currently in Dallas.jpg.jpg

Fundraising success sees Stanley Women compete in Dallas Cup

28 Mar 2024

Hwc 2024 Email Signature 980x120
Background image for hub sign up block

LBV Hub

Reach 50,000 members of the Lancashire business community

Post your news
Post your events
Post your offers
Company profile
Social reach
Magazine coverage
Sign-up
Events
Health and Wellbeing Conference 2024
Hwc 2024 Social Media 1200px 1
Networking
23 Apr 2024

Health and Wellbeing Conference 2024

Crow Wood Hotel, Burnley , BB12 0RT

08:30 - 13:00

Business Networking in Preston - BNI Brunch
EVENT LISTING SIZING Brunch .png.png
LBV Hub Networking
29 Mar 2024

Business Networking in Preston - BNI Brunch

Samlesbury Preston Hotel, Preston New Road, Preston, PR5 0UL

09:30 - 11:00

Business Networking in Blackburn - BNI Infinity
EVENT LISTING BNI Infinity.png.png
LBV Hub Networking
29 Mar 2024

Business Networking in Blackburn - BNI Infinity

Hampton by Hilton, 2 Frontier Ave, Blackburn, BB1 3AL

06:30 - 08:30

Business Networking in Chorley - BNI Endeavour
EVENT LISTING SIZING Endeavour.png.png
LBV Hub Networking
02 Apr 2024

Business Networking in Chorley - BNI Endeavour

Oak Royal, Bury Lane, Chorley, PR6 8SW

06:30 - 08:30

Business Networking in Blackburn - BNI Vista
EVENT LISTING SIZING Vista.png.png
LBV Hub Networking
02 Apr 2024

Business Networking in Blackburn - BNI Vista

Hampton by Hilton, 2 Frontier Ave, Blackburn, BB1 3AL

06:45 - 08:30

Business Networking in Accrington - BNI Zeus
EVENT LISTING SIZING Zeus.png.png
LBV Hub Networking
03 Apr 2024

Business Networking in Accrington - BNI Zeus

The Mill House, Corn Mill Yard, Accrington, BB5 5HX

06:45 - 08:30

Business Networking in Preston - BNI Diamond
EVENT LISTING BNI Diamond.png.png
LBV Hub Networking
03 Apr 2024

Business Networking in Preston - BNI Diamond

The Marriot Hotel, Garstang Road, Broughton, PR3 5JB

07:15 - 09:00

Business Networking in Lancaster - Eden Business Network
EVENT LISTING Eden Business Network.png.png
LBV Hub Networking
03 Apr 2024

Business Networking in Lancaster - Eden Business Network

The Borough, 3 Dalton Square, Lancaster, LA1 1PP

18:30 - 20:30

Business Networking in Burnley - BNI Kudos
EVENT LISTING BNI Kudos.png.png
LBV Hub Networking
04 Apr 2024

Business Networking in Burnley - BNI Kudos

Prairie Sports Village, Windemere Avenue, Burnley, BB10 2FU

06:45 - 08:30

Business Networking in Lancaster - BNI Castle
EVENT LISTING BNI Castle.png.png
LBV Hub Networking
04 Apr 2024

Business Networking in Lancaster - BNI Castle

Vale of Lune RUFC, Powder House Lane, Lancaster, LA1 2TT

06:45 - 08:30

Business Networking in Preston - BNI Brunch
EVENT LISTING SIZING Brunch .png.png
LBV Hub Networking
05 Apr 2024

Business Networking in Preston - BNI Brunch

Samlesbury Preston Hotel, Preston New Road, Preston, PR5 0UL

09:30 - 11:00

Business Networking in Blackburn - BNI Infinity
EVENT LISTING BNI Infinity.png.png
LBV Hub Networking
05 Apr 2024

Business Networking in Blackburn - BNI Infinity

Hampton by Hilton, 2 Frontier Ave, Blackburn, BB1 3AL

06:30 - 08:30

Advertise with us

Reaching 50,000 members, our print, digital and event platforms offer a fantastic way to raise your business profile and help you grow.

Find out more Lbv115 Online Graphic
Subscribe now

Weekly news bulletin