Creating A Customer Service Slogan | What Is Your Team Battle-Cry?
Creating a customer service slogan or team battle-cry, mantra, or whatever you choose to call it - that inspires your team members, is a task best accomplished by the team itself. Making your team members an integral part of determining what values they stand is critical for ensuring the greatest level of buy-in.
When team members become part of the creative effort decision-making process, they will demonstrate a stronger commitment when it comes to integrating excellence into their role. Every team member's commitment must be evident in not just words, but in their everyday activities as they interact with their customers.
With many competing priorities, a business owner may question whether they really need to take the time to create a customer service slogan for their team. In response, you might ask, "Who are the two most important stakeholders in your business?" The answer to that question of course are your customers and your employees.
Without your customers, you don't have a business - and without your employees you can't effectively acquire and service your customers, right? So, it make perfect sense to invest time and energy into making certain your entire service team in squarely focused on consistently delivering the best customer service experience possible.
Although you should remain highly visible in the process, this type of exercise is something that you might consider delegating to an ambitious team member. Not only will it provide another member of the team an opportunity to gain some leadership experience, it could help to ensure that the end result is a true reflections of the values of your entire team.
Sometimes it's too easy for a leader to prematurely infuse a personal preference into the process or make assumptions as to what the final outcome should be. By designating the lead role in the exercise, you'll buy yourself some valuable time while allowing your team to come back to you with a fully vetted recommendation.
"Service, in short, is not what you do, but who you are. It's a way of living that you need to bring to everything you do if you're to bring it to your customer interactions."
- Betsy Sanders
There are additional benefits to creating a customer service slogan, which includes:
Improved Teamwork - working toward a common goal for how to improve the overall quality of the customer experience can help to bring the team together because everyone has bought has agreed on what is truly important for long-term growth and success of the business.
Promotes Creativity - the process of creating a customer service slogan encourages team members to work outside the box and get creative on how best to communicate a simple, yet powerful message of service.
Promotes Personal/Professional Development - team members are encouraged to continually search for solutions to improve the customer experience. Because they know the importance of service delivery and why management places such a high value on customer service, team members will act more quickly to overcome challenges or barriers that might get in the way of a quality customer experience.
5 Quick Steps to Creating a Customer Service Slogan
While the following steps are simple, leaders are encouraged to take as much time as you need to ensure each step is fully thought through. The slogan or battle-cry of your team must reflect the true commitment of your team so make sure that everyone has an opportunity to contribute before finalizing each step in the process.
- Step 1 - Define Your Purpose - while one important goal of every business is to make money, that shouldn't be the sole purpose of the business. The purpose should be bigger than making money. The purpose of any business should be to contribute to the greater good of a community; to add value; to make life better for others. Work to clearly define the purpose of the business and keep that at the top of your mind as you work thought the remaining steps.
- Step 2 - Articulate Your Values - it's important that your customer service slogan reflect the collective core values of your team and the business. Asking each team member to make a list of their top 3-5 core values is a great first step. Once you have created a master list, then divide the team into groups to prioritize and present their top 5 values and explain why each value is so important to them. Lastly, as a group, finalize your top 3 core values. These 3 values must remain top of mind throughout the rest of the process as you work to create your team's customer service slogan.
- Step 3 - Research Concepts - ask team members to conduct market research to identify other customer service slogan within your industry. Ask them to include examples of slogans they like and dislike. Meet as a group to review all the slogans and work to identify your top 3 choices. Lead a discussion about each of your top choices and ask the group to think about the values that might be behind each choice. Do those values line up with your own? Now that the team's creative juices are flowing it's time to brainstorm concepts for your business. (see below for several example of highly effective company slogans)
- Step 4 - Brainstorm Key Words - As a result of your team's research you should have a good idea of types of slogans that work and doesn't work. Now ask the team to create a list of key words that they feel are powerful, simple, clear, and that reflect the heart of what your business is all about. Words should support and reflect the company's purpose, mission statement, values or customer service promise. Once you have completed the brainstorming session, work to prioritize the keywords from the master list.
- Step 5 - Brainstorm New Concepts - "Who are we? What are we all about? What do we want people to know about us when they hear our customer service slogan?" These are examples of questions you might ask as you lead your team through the process of brainstorming new concepts for your slogan.
"Happy customers are your biggest advocates and can become your most successful sales team."
- Lisa Masiello
As you come up with a variety of ideas for your team slogan, encourage the team to adhere to the following guidelines:
- Keep It Short -no more than 10 words, ideally less.
- Support the Brand - the slogan should complement existing branding, including logo and existing marketing materials (unless you're doing a complete overhaul of the brand).
- Highlight What Makes You Special - focus on what makes your customer experience different or unique.
- Ensure Clarity - adopt a slogan that is clear to anyone reading it what it means. The slogan should be intuitive - no one should have to guess the meaning behind it.
- Ageless - create a slogan that will withstand the test of time. If the slogan is relevant in 6 months or 2 years from now, you'll be going through the entire exercise all over again, and run the risk of causing confusion for your brand.
- Memorable - when you say or hear the slogan, does it evoke a memory or a vision? Does it create an emotion? Your customer service slogan should illicit a positive feeling that you want your team or company to be associated with.
- Solve for Needs - your slogan should speak directly to your target customer. Speak to how your business will serve the customer by providing the right solution to address their needs.
- Focused Feedback - once the team has identified it's top two or three concepts, take time to get as much feedback as possible from key stakeholders, including upper management, employees, and customers. Be open to making changes and work to make the slogan even more clear and concise.
Examples of Highly Effective Slogans
Make sure your team understands that your customer service slogan equates to a promise to their customers. Live
up to your promise or run the risk of disappointing your customers and
potentially losing their business and the company's reputation.
Here are a few examples of highly effective slogans that other organizations have adopted:
- Ford – Quality Is Job #1
- US Bank - Five Star Service–Guaranteed!
- Nike – Just Do It!
- Sears – Good Life, Good Price.
- GE – We Bring Good Things To Life.
- Dell – Easy as Dell.
- Lowes – Improving Home Improvement.
- Walmart – Always Low Prices! Always.
We could make this list a mile long, but the main point gets back to following the creative steps and guidelines provided above.
In conclusion, make the entire process fun for the team. By taking the time to integrate your team into the creative and decision-making process, they'll be excited about the final product and work overtime to tell everyone they know how much they truly believe in your team or company customer service slogan.
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