I'll be honest - I've never noticed the details on my pizza box before. I typically just dive right on end. But, for some reason this little detail caught my eye today. I squinted closely to read the fine print on the Papa John's box which said that "My pizza experience was managed by Anthony." Why thanks Anthony - I had no idea!
Now I highly doubt Anthony is a member of the marketing team...but yet he is charge of my customer experience and thefore my impression of the Papa John's brand. Depending upon how I was treated and ultimately the deliciousness of the pizza I received, my viewpoint of the restauant can be swayed one way or another.
When you consider who your end customer interacts with - keep in mind that that person is representing your brand. Depending upon your business, that initial contact point may be a receptionist, a sales clerk, or a delivery person. Are they representing your brand promise? Are they even aware of what your brand stands for? If you hope to be known for being friendly & approachable, make sure your first line of defense brings on the charm and isn't harsh or abrasive.
Zappos.com is a great example of how a brand promise is exemplified through it's customer service. If you've ever ordered from this great online store, you know exactly what I'm talking about. Not only do they offer fast/free shipping, their customer service team lives and breathes their brand promise of providing no-hassle, no-questions-asked, easy to deal with returns and exchanges. You can tell that Zappos' brand promise is a part of their culture.
So as a small business owner, consider who your customers interact with the most and (perhaps mostly importantly) first. Are they aware of your core values and goals as a brand? If not, arm them with this information so the very essence of what you want to be known for shines through each and every interaction.
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