Does your tech match your brand?

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03Sep2010

Does your tech match your brand?

  • By Andrew Garrett
  • 1 Tags
  • 1 Comments

If that’s the case, what does it say about your company when your staff are complaining about computers that don’t work, when emails are getting rejected or lost, and when phone-calls are going astray?

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A good brand is more than a logo and a catch phrase. It’s a personality, a quality of service, an attitude and… I guess, it’s the way a company feels.

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While you can never 100% control these things, you can stop other parts of your business from getting in the way of them.

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One local example is iiNet – their brand is kinda young, kinda nerdy (but not in a bad way, considering what they do), but highly competent and professional. They’re on the leading, but not the bleeding edge.

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Now, as internet offerings go, theirs is highly competitive in terms of pricing, speeds and bandwidth caps. But that’s their bread and butter, so it’s just what it should be.

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To me, as a reasonably long term customer, their brand is the quality of service I get when I ring up, the perfectly friendly (but not overly so) demeanour of everyone I’ve dealt with there, the fact that every time I’ve called up, I’ve got what I needed quickly and efficiently. If for some reason they can’t get to me straight away, they have a call-back system, that doesn’t leave me hanging on hold. Most of the time, the person I’m dealing with has the ability to solve my problem (and it’s almost invariably my problem, not theirs), and on the rare occasion they don’t, they quickly get me to someone who does.

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Between you and me, I hate making phone calls. Call it social phobia, whatever (personally, I blame my early IT career – I started on helpdesks). However, calling iiNet doesn’t trigger that, because I know it will be a positive experience for me.

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To me, that’s the iiNet brand. That’s what keeps me as a loyal customer.

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So, their phone system works, possibly not perfectly (not that I’d know it), but more than well enough. Not only does it work, it also functions to support their branding decisions (such as “we don’t want our customers to be on hold for too long”). Oh, and the voice quality is good too – unlike other specialist telecommunications companies I’ve dealt with. I’ve never had the excuse “the system doesn’t let me do that” – ‘the system’ at iiNet seems to just get out of the way, and let people do their jobs. Similarly, I’ve never had “the computer’s slow today”, the sort of excuse I abhor from a technology company.

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I’ve never heard from someone at iiNet who seemed to be in a bad mood.

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In short, the iiNet customer facing technology all works in support of their brand. It gets out of the way, and lets people do their jobs well, and in a friendly, positive manner. It supports the employee empowerment, their drive to ‘get the job done right’

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Preserving and growing your brand should be one of your business objectives. Are your IT systems supporting that?

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If not, why not? (and let’s talk!)

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COMMENTS
  • Matt
  • | Sep 20 2010
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How often do you hear from a lead generation firm asking for your business? Had another one this morning and the first thing I noticed was terrible call quality. Wasn't interested in that organisation representing our business.
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