Companies can spend thousands, some millions, on developing a strapline or ‘brand promise,’ but if there is no strategy to ensure this promise is delivered throughout the business, the brand can be damaged or even become a laughing stock.
I’ve just returned from a wonderful weekend away with friends. Good conversation and a lot of laughs. What could be more perfect?
Well, it would have been perfect if only the four-star hotel had delivered on its brand promise – ‘small details, big difference’.
It all started so well. Friendly, smiling, helpful reception staff who quickly un-muddled our muddled dinner reservations. We thought we were in safe hands, as we had been here previously and had a great stay. However, how quickly things can change if management hasn’t got their eye on the ball.
Having spent the evening out, we returned wearily to bed, only to find the mattresses were a little old and very saggy in the middle. After a poor night’s sleep (we’ll brush over the thunderclap so loud we took off from our saggy mattresses), we asked to change rooms. This request was handled politely, and our belongings were moved while we were out. So far, so good.
However, when we returned to our new rooms, we were met with ‘double beds’ not ‘twin beds’, and as much as I love my best friend, we didn’t think we wanted to be quite so cosy! Then, while establishing that it was indeed twin beds made into a double, we noticed that, horror of horrors, there were no mattress protectors. Four stars? The ‘small details—big difference’ didn’t seem to be ringing true.
But never mind. We ordered extra sheets and requested that the beds be separated. Once more positive, we set off for a quick swim and jacuzzi with the prospect of a delicious dinner. However, after ten minutes in the jacuzzi, the staff asked us to leave as they thought there might be a slight chemical imbalance they needed to address. OK, I thought, this happens a lot. No worries.
What doesn’t happen often is that a few minutes later, you look down and notice your favourite purple swimming costume has been bleached another colour. Some chemical imbalance! Strangely calm, the hotel staff, after apologising profusely, said it shouldn’t hurt my skin – well, that’s OK then! I better wash my hair in case it turns pink…
To cut a long story short, the hotel requested I write in to make a ‘claim’ for my damaged swimsuit and tarnished silver bangle. Once again, the ‘small details, big difference’ went out the window. What about writing the letter for me, just letting me sign it later, and taking money off my bill—that would have made me happy.
Brilliant customer service and living your brand promise isn’t that hard. Waitrose, for example, ingeniously empowered its partners (employees) to deal with minor customer issues and complaints. They ‘sticker’ goods with an ‘it’s on our label’ for customers they feel need a ‘little extra love.’ A little detail that has undoubtedly made a big difference to many people.
I won’t return to the hotel, nor will my friends. We laughed at the hotel’s brand promise. Perhaps we’ll write and suggest a sticker programme…
As a PR practitioner, I felt frustrated that the lovely staff didn’t have the power to deliver on their brand promise. The question is, are you allowing your staff to deliver your brand promise? If not, perhaps it’s time for a rethink.
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