This newsletter shows how to train your staff to provide a great user experience. The result — users embrace your brand.
I was stuck. I was digging out a root-choked hole to plant fountain grass. (We got the grass at half-price — there was an an end-of-season sale at a local plant nursery). I dug about 6 inches deep, but no further — the roots that filled the hole were too tough for my shovel.
Doing some damage
My web search uncovered a tool that would do the job – the San Angelo Bar, a 6 foot, 17 pound drop-forged iron bar shaped with a chisel at one end, and a spike on the other. This tool was made to do some damage. I wanted one.
Lost in Home Depot
I had found the San Angelo Bar on the Home Depot website, so I went down to the store to get one of these beauties. Now the Home Depot website is pretty good: The interface is clean and well thought out, the branding is consistent, and the search function works well. On the other hand, the Home Depot store here in Brooklyn is pretty bad. The indifferent staff had never heard of the San Angelo Bar, and had no idea where in the store it was.
So I just wandered around the huge store. Then, I spotted a customer at the end of an aisle pulling a long black bar out of a pile of shovels. He put it back with a puzzled expression.
It was my San Angelo Bar.
There was a big difference between my experience on the Home Depot website, and my experience at the Home Depot store. In the same way, most organizations have to grapple with the gap between what their brand promises, and the experience the brand actually delivers. Especially when the organization is rebranding.
Your staff – missing in action?
With all the top-level thinking that goes into branding, training the staff sometimes gets overlooked. But your staff needs to embrace the new brand – otherwise the brand will fail to deliver the user experience it promises.
Staff training that delivers a great user experience*
Staff Open House/Appreciation Day
Multiple times drop-in event with food, gifts and information
Staff Training: sessions for small groups
- Share new branding and reason behind it
- Reinforce mission, commitment and excitement about future
- Increase staff buy-in to change, and allay concerns
- Staff leaves understanding change, feeling part of change, feeling valued
Strategies to meet objectives
- Develop consistent language and messaging, so all staff hear same language about name change, and are able to share that language with clients and others
- Create an interesting, lively 45 minute session with significant opportunities for staff to interact with one another, participate, ask questions, voice concerns. Staff feels time well spent.
- Mix staff levels so staff meet others within organization
- Give staff has opportunity to participate, ask questions, voice concerns
* Thanks to Andreé Lockwood, our training partner, for this content
FACT OF THE MONTH
The Mona Lisa has no eyebrows. It was the fashion in Renaissance Florence to shave them off.