Importance of the Experience
During Reach technician training, we emphasize the importance of the experience a technician delivers and how it creates the Reach brand. We share that everything a technician does in engaging with potential and existing clients, no matter how small, creates an experience. These experiences shape how people feel about the company and our brand. For instance, when a technician visits a potential client, the way they say hello, share information, provide something of value, or give a small gift makes a big difference in how that office feels about our brand.
The Starbucks Example
Starbucks is often used as the gold standard in building a brand through an experience. When they first built stores to serve drinks, Starbucks emphasized barista training and the experience the barista created for their patrons. It was the focus of their “marketing” efforts, underscoring that most important part of building the brand was the way a barista made a person feel and the consistency and quality of the drink they created. No commercial, billboard, or ad could make a person loyal to the brand like a friendly, well-trained barista. Starbucks built their coffee empire and their brand on consistently offering that singular experience.
Client Feelings Build the Brand
Like other successful companies, Reach builds our brand through the experiences our technicians create. Each potential client should leave any encounter with a Reach technician saying, “That is cool! That is innovative! That is fun! That is better!” And after every service call a client should say, “That was helpful! That was easy! That was valuable! That solved our problem!” These client feelings build confidence, loyalty, trust, advocacy, and ultimately a successful brand.
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