CX Tip #35: Make Your Brand Values Explicit

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CX Tip #35: Make Your Brand Values Explicit
(Compelling Brand Values)

Based on customer research, Safelite AutoGlass has identified five brand values—Trustworthy, Reliable, Safe, Innovative, Helpful/approachable. These have been translated into how customers are treated in a variety of ways, including how phones are answered by contact center associates to the “5 Ts” that their field technicians use to highlight their helpfulness and approachability:  1) Time: Call customers in advance to notify them of arrival time. 2) Touch: Shake hands, make eye contact and engage the customer. 3) Technical excellence: Doing it right the first time, every time. 4) Talk: Tell the customer what we’re going to do and do it. 5) Thanks: Show appreciation for choosing Safelite. Click for more info

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I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

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