Service Minded: Walking Billboard Principle

This is part of a series highlighting the 12 Excellent Service Principles.



Walking Billboard Principle
You are the brand.

This is one of the simplest customer service principles to understand and one of the most difficult to pull off successfully and completely. The Walking Billboard Principle states, "You are the brand." This means that when the customer interacts with you, the are essentially interacting with your entire organization. If they like you, they like your company. If they are upset with you, they are upset with the institution. And vice-versa. They might be frustrated with you, even it is your company they are frustrated with.

This principle illuminates the fact that you must always be mindful of your words and actions. They don't live in a silo - isolated from making an impact beyond that one situation. They have a long tail. This is another reason why great customer service organizations are surgical when it comes to hiring people whose values and beliefs align with the organization's values and beliefs. It is easier to "be the brand" when you don't have to fake it.

Up next: The YourSpace Principle - Your way + my way = our way...