Hi Lewis,

Proof once again of the importance of the individual's personal experience with a brand as ultimate influencer. Here you were, a "captive" audience in airports with few, selective retail outlets and your needs were not met in one of the two stores you entered. You'll remember that next time. Conversely, you'll remember where you had a very positive experience and patronize that establishment again or one of its other outlets (if part of a chain) when you travel through other airports.

Thank you, Claire, for your smart observation. You are correct: At the end of the day, we are discussing brand image.

Just to make clear, which I must have failed to do in the post. Except for the few I mentioned, the observations made belong to those with whom I spoke during my five-day trip. The question I raisedgenerally was "What do you like and dislike about your shopping experiences in your community?"

Seems it all comes down to the employees, and their "ownership" and understanding of the brand and its business, doesn't it?

This past weekend, I was standing on the sidelines of my daugher's soccer game with another Mom, whose daughter was also playing. I commented that her daughter, Lorimod, was a very good player and seemed to be having a good time on the field. She answered, "Yes...I think it's because she understands the game."

My takeaway for businesses was that getting your employees to understand the "game" -- the larger strategy of your business -- goes a long way toward having them enjoy what they do, which ultimately benefits your customers.

Ann, great analogy. The other reason Lorimod enjoys the game, I suspect, is because she has a stake in the outcome, making her an active particpant and shareholder.

Lewis, What I often see is companies touting excellent customer service that absolutely does not exist. It's as if saying it's so is supposed to fool the consumer. I'll admit I don't like doting sales people who hover when I have clearly expressed that I am just looking, but where is that person when I actually have a question. Employees need to be taught not only about what they are selling but how to provide customer service. You would think that that would be a no brainer but I've been surprised how difficult it is for some employees to discuss their knowledge with a customer because it pulls them out of their comfort zone. Quality employees are also very difficult to find. Someone may seem to be a great candidate at first then becomes a zoned out drone incapable of a smile once they land the job.
It's a never ending problem. Not everyone is going to understand the game and even more unfortunate not every company is going to understand the game.

Just as an aside:

I was in the grocery store yesterday and I smiled at a woman and her little girl. She said I was the only person that had smiled at her all day.

Ann, you write like you are smiling! It's really great.

Lewis: I would say that Lorimod is undoubtedly vested in the outcome...but since this is the east coast, and we aren't supposed to actually KEEP SCORE...well, I'm not actually sure. (!)

I'm kidding -- I get your point. (But not about the score thing -- the soccer league really doesn't.)

Tammy -- thanks! You are the only person who has told me that all day...and EVER. : )

Hi, there. Your comments bring to me to consider that brand is no longer a product only, or an attitude but it is an ENVIRONMENT. The coffee story, by the way. You are in a coffee shop and get the right feeling, you buy the coffee and bring that feeling with you, you may probably try to recreate this feeling at home brewing a coffee of the same brand. But this is true for almost every kind of product. I'm on my way to fix better this concept and hope to get back with it sooner or later to the blog.

Tammy, you are correct on all counts. Still, we must hire the right person for our culture and then train them and communicate with them repeatedly. We must also ensure they feel vested in doing the job as well as they can.

Ann, I hadn't really thought about it, but you do write as if you are smiling. Now I'm scared of what people imagine my emotion writing mood reads like. By the way, I am in favor of not keeping score until high school. Then it's time to prepare our children for the shock and awe of competition.

Gianandrea, that is what makes coffee the drink of the gods. It is about the feeling we get both sipping a hot brew and hanging in the cafe. You are perceptive.