News: Customer Service/Care
Training 'can help to build a brand message'
23 December 2008
Training staff in a company's values and overarching aims can help establish a successful brand, according to one industry publication.
In its review of the year, mycustomer.com suggests that instilling staff with knowledge of the company's aims and corporate message can benefit the business and improve overall operations.
Speaking to the website, Andrew McMillan, the former customer service manager at John Lewis, did however state that a complete change in brand can take a reasonable amount of time to achieve successfully.
Commenting on a process carried out at John Lewis, Mr McMillan said that it took five years to complete the internal shift and to form sufficiently strong relationships with the firm's customer base.
In addition to training staff in a company's ethos, it was also suggested that rewarding employees and involving them in product design or conception can improve their knowledge of their employer.
Earlier this month, it was suggested that graduates were looking more closely at a corporate brand when looking for potential employment opportunities.
Speaking to management-issues.com, Michael Rendell, the global head of human resources at PricewaterhouseCoopers, suggested that chief executive officers need to "adapt their traditional approaches to attracting and integrating employees".
