Do Your Agents Speak Your Brand Language?

A brand is a complex thing—a blend of consumer expectations, relationships and product or service quality that forms a fundamental building block for your business. Despite the fact that it’s an intangible asset, however, brands aren’t completely nebulous; those perceived as a success are worth millions—even billions—of dollars on a company’s financial statement.

Most businesses that outsource areas of their operations are more mindful about delivering on brand promises when it comes to in-house processes. Other businesses are hesitant to outsource at all because it could mean losing control of their brand.

But it is possible for a third-party contact center to deliver the same trusted brand experience that your in-house team can. Here are some tips for making sure that every customer interaction that happens outside your walls measures up to your brand promises:

  • Look for a contact center with values similar to your own. If your company emphasizes social responsibility, look for a contact center that does the same; if your focus is reliability, make sure your vendor stresses that as well. The closer your entities are in mindset, the easier it will be for outside staff to understand your point of view.
  • Provide company-specific agent training. Develop in-depth training sessions for external vendors that convey your organization’s specific corporate values and service requirements, or have them participate in your existing new employee training program. Customer service providers need to know your company’s mission, values, customer and culture if you hope to see them succeed as your brand ambassador.
  • Make an emotional connection. Once you’ve chosen a vendor, visit the facility in person to help make agents feel like they work for you personally. Also, strive to generate an emotional connection between agents and your brand. They’ll be inspired to advocate for a brand they believe in, turning what could be just a job into a mission.

Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team, he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the DMA, SOCAP, and PACE. He also donates his time to serve on several university boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He is a frequent speaker for national events and has also been honored with a number of awards and recognitions for his contributions to the call center industry.

Akron’s Own LeBron James Passes Tiger Woods on Forbes’ Brand List

As an Akron-based business, the entire InfoCision team was thrilled when our hometown hero, LeBron James, decided to come back to the state of Ohio by signing as a free agent with the Cleveland Cavaliers. LeBron, an Akron native, has long been a source of pride for our community and we are so glad to be welcoming him home.

We were also excited to see that LeBron overtook Tiger Woods as the most valuable athlete brand on Forbes’ list this year. This is the first time since 2007 Tiger does not occupy that top spot, which is a tribute to the way LeBron has marketed and conducted himself over the past few years.

When LeBron left the Cavs to sign with the Miami Heat in 2010, many Ohioans—and basketball fans in general—were upset by what they viewed as a betrayal of his home state. Since that time, however, the basketball star has made almost no missteps in front of the public, maintaining a clean off-the-court image, which Tiger was unable to do. Additionally, LeBron has excelled at:

  • Starring in a series of fun, entertaining commercials
  • Continuing to expand his brand through marketing avenues like social media and the “LeBron James” app
  • Maintaining sponsorships with reputable brands like Nike and Coca-Cola

Just like successful companies are doing, LeBron has excelled at building brand awareness by taking full advantage of all available channels. Businesses can take a page from his book by investing in multichannel marketing solutions, which help you grow by getting the word out beyond your existing customer base. After all, Forbes valued the LeBron brand at a whopping $37 million for 2014, not to mention the $53 million the superstar pulled in on endorsements this year.

In other words, our hometown hero must be doing something right.