Every employee at your company is a brand touchpoint. Whether you have five or 50,000, how employees interact with your visitors can say more about your business than any ad ever could.
I was reminded of this recently when I was doing some training for one of my favorite clients, Pharmavite, home of Nature Made vitamins and SOYJOY bars.
I like visiting Pharmavite because people seem happy there. I’m always greeted warmly, and not just in the lobby. Even in the restroom at their plant, the women in white lab coats and hairnets smile and say hello as they pass.
In contrast, I once sat in a company’s lobby for 10 minutes and no one spoke to me. There was no receptionist at the desk. Several people rushed by, never looking at me, concerned with whatever deadline or problem they were dealing with.
I wasn’t surprised when, a few months later, the board fired the CEO. Clearly something was amiss. Maybe a lot of things.
Another client had a lovely, warm receptionist who greeted everyone like old friends. When she retired, the new part-timers just didn’t have the heart. To be fair, they also didn’t have full-time jobs.
The ultimate greeting I ever received was from my clients at e3, now part of Arthur J. Gallagher & Co. I’m the vendor, and the first thing I saw when I opened the door was a sign: Welcome Lilli Cloud. Everyone I met at the company was just as gracious.
Having a welcoming receptionist is nice, but it’s not just first impressions that count. It’s every impression.
What do your employees’ interactions say about your company?