On a Mission
A day with Mike Harris
Stand for Something
Building trusted brands
The Upside of the Downturn
Ten Management Strategies
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Great ReceptionWednesday 23rd April 2008 Writing about the receptionist story yesterday really got me thinking. Why is it that some financial institutions, who claim to be customer-centric, continue to have the most junior, most poorly trained, lowest paid employee on reception? Or, worse still, a poorly briefed temp? What would happen to the client experience if the whole corporate structure was turned on its head and you had one of your most senior, highest paid employees to fulfil the role of 'First Impressions Director'? Someone who lives and breathes the Core Essence of the brand, who makes an accomplished Elevator Pitch, who knows the Unique Value Propositions of the business.
Sounds ridiculous? This extreme move would make more than a statement. Something along the lines that "If that's reception, what's the rest of the business like?" Maybe those firms would outperform their competitors by a significant margin by winning and retaining more clients through offering a superior service at the first, most significant and highest traffic customer touchpoint they have. Maybe, just maybe, it would be enough to allow you to create your own space in a way that deepens the customer experience and is highly viral.
Private Equity Needs Brand EquityThursday 10th April 2008 Private Equity has been on the sharp end of some pretty hard hitting press of late. The trouble is that it starts to hurt after a while. Taunts of secrecy, the perennial fat cat arguments and a high profile tax row haven't helped the cause. Unfortunately, the British Private Equity and Venture Capital Association have faced a hard time too, with a very public walk out by Peter Linthwaite following criticism by MPs, Unions and members. The problem that the industry faces is, to an extent, of its own making. Instead of focusing strategically on things that it can control, such as having an incredibly positive effect on the economy, the industry has taken a tactical defensive stance. City AM featured an article saying, 'We've nothing to hide' and classic quotes in the national media such as 'To suggest we are asset strippers is ludicrous' and 'we are not about destroying value', implies the exact opposite. Industry-level PR is not cutting it and there is consequently an incredible opportunity for an individual brand that's brave enough to grasp the nettle. The brand that is first to stress Corporate Social Responsibility, Transparency and Job Creation is THE brand that will create its own space. |
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