Improve “Compelling Brand Values” In 2011

As I mentioned in the post Build Customer Experience Competencies In 2011, I’m highlighting each of the four customer experience competencies as part of my effort to help companies put together their 2011 plans. Today’s post looks at…

Compelling Brand Values: Are your brand attributes driving decisions about how you treat customers?

As firms optimize left-brain management techniques for squeezing out additional profits, they’ve lost something very important — their raison d’être; many have even lost their soul. True brands are more than just marketing slogans; they are:

The fabric that aligns all employees with customers in the pursuit of a common cause.

The importance of a clear brand is captured in this (somewhat altered) quote by Howard Shultz:

Your brand is a set of promises that you make to customers that are kept (or unkept) by your employees. So this core competence is about understanding those promises and making sure that you live up to them during every interaction. As you can see from the results below of 140 companies who took Temkin Group’s Customer Experience Competency Assessment, most companies aren’t setup to keep those promises.

Companies need to make their brands more concrete and get the organization to interpret it into specific requirements. JetBlue, for instance, translated its “Jetitude” brand into five specific behaviors for its front line employees:

  • Be in Blue always
  • Be personal
  • Be the answer
  • Be engaging
  • Be thankful to every customer

Here are some other posts that you may want to check out:

The bottom line: Your brand is too important to leave to chance.

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (, and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile:

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