You took the decision to quit your full time corporate job to become your own boss. To make this life changing plan, you probably had an entrepreneurial sprit that was restrained in your salaried job - you took the risk and it worked out!
Recently Amazon founder Jeff Bezos published his annual letter to shareholders. After commending Amazon employees for their commitment to excellence and Amazon customers for pushing him and his team to continue raising the bar, he delivered a lesson in how to stay ahead of customer expectations.
It all comes down to maintaining high standards.
In fact, Jeff seems obsessed with high standards, reading his memo in full, he repeats this phrase so many times I lost count! But you cannot argue with facts. As Jeff states:
“The American Customer Satisfaction Index recently announced the results of its annual survey, and for the 8th year in a row customers ranked Amazon #1. The UK have a similar index, The U.K. Customer Satisfaction Index, put out by the Institute of Customer Service, for the 5th time in a row Amazon U.K. ranked #1 in that survey.
Amazon was also just named the #1 business on LinkedIn’s 2018 Top Companies list, which ranks the most sought after places to work for professionals in the US. And just a few weeks ago, Harris Poll released its annual Reputation Quotient, which surveys over 25,000 consumers on a broad range of topics from workplace environment to social responsibility to products and services, and for the 3rd year in a row Amazon ranked #1.”
Results to be proud of, but how does Amazon do this?
When you think of marketing, you more than likely think of marketing to your customers, how can you persuade more people to buy what you sell? But another “market” is just as important are your employees, the very people who can make the brand come alive for your customers through their engagement with their Company.
Why is employee engagement so important? It is the best way to help employees make a powerful emotional connection to the products and services you sell. Without that connection, employees are likely to undermine the expectations set by your advertising.
When the purpose of your company is "to help create a world where you can belong anywhere", your employees ought to feel they belong in your Company. At least that's what the leaders of Airbnb believe. And this belief explains why they place so much importance on the Employee Experience (EX).
EX is the critical strategy that Airbnb relies on to build its brand and pursue its purpose. In 2016, the company adopted the slogan "Belong Anywhere" to express its brand identity and launched the "#belonganywhere" brand campaign. Airbnb’s leaders believed these efforts needed to represent more than an external idea, the concept of belonging needed to apply inside the company as well.
Promises matter to customers. If your brand doesn’t deliver what you promise, in time you won’t matter. More importantly, in our social media crazed world, disgruntled customers have open media to spread the word over resulting in instant ramifications to the credibility and trajectory of your brand’s perceived value.
Have you ever been promised a level of service from a Company only to be hugely disappointed when they don’t follow through? The Company may even have incorporated the brand promise into their corporate advertising which may have been the reason why you choose them over the competition. How did you feel when that promise was broken? Upset, disappointed, angry?
For the Company involved, is a broken brand promise that big a deal? You got the business, does it matter if you didn’t quite come up to expectations? What’s the worst that can happen if you delivered a bit later than you said you would or your customer didn’t quite get the results they expected?
Why is a brand promise so important?