Forbes Magazine recently posted an article on a hotel chain that clarifies that they are more than a hotel, they're a lifestyle brand. Part of working for this luxury "lifestyle brand" hotel, is having the permission to spend up to $2000 on a customer that is in the position of being "wowed" by the hotel. Perhaps it's to resolve a problem or acknowledge a celebration, this amount isn't a monthly cap, it's the budget per experience.
Most companies are not in the position of spending this amount on a customer for a "moment". The insight lies in the confidence you have in your employees to make great decisions that align with your purpose and branding; AND the critical importance of each and every customer interaction. It's a long term strategy that supports customer loyalty/retention and positive word-of-mouth.
In my experience, it's difficult to truly monitor the branding your frontline personnel is communicating. It isn't enough to have a meal cooked to perfection and meticulously arranged on a plate, or set an ambiance that suits the expectations and the mood of the patron. The affect the staff creates is critical, and when an employee "wows" a customer, it is the establishment that gains recognition.
What happens when this "wow" factor is carried over to the vendors that support your establishment? You secure your branding and create a culture that is firmly established and empowering. When you're communicating solid and successful branding and engaging your vendors, they give you more than merely performing a function.
As a vendor, we see the holes in branding. We also experience the powerful impact of interacting with a buyer who is respectful, sincere and thorough. We can attest to the ill effects of the restaurant manager who is rude and demeaning to the very suppliers that are trying to support their business. Do they forget that these sales representatives are potential customers? I doubt that I'm going to book my company party at a location where the owner berated a team member, much less occasionally stop in for lunch. Negative experiences carry more word-of-mouth weight than meeting expectations. I'm going to tell more friends about a distasteful interaction than discuss a pleasant meal I had yesterday.
This insider view carries over to many facets. Being more "green" is a process that carries internal objectives and goals. How soon it becomes a branding focus that is sought by diners is questionable, perhaps we're more likely to see the repercussions of businesses that demonstrate blatant disregard of long term environmental advances. We see it. The restaurants that select a grease trap vendor by price alone, and never question where the waste is being discarded or to what benefit the recycled oil is being used. The healthy lunch venue that doesn't even ask what nontoxic, biodegradable cleaners are available for use, or what chemicals are being utilized in the pressure wash cleaning.
When we are approached by a facility that pursues every opportunity to make a decision that includes the effects of their actions over the long term, we witness a ripple effect, it creates a buzz that initiates powerful word-of-mouth marketing.
Quality of service is always a key factor in selecting your vendor, and if your goal is green, you have even less options. Understanding how your selections are affecting your goal to be more environmentally responsible can make the decision making process more clearly understood and holds greater responsibility. Don't just recycle, take a moment to decide where you would like your oil to go, is it going to an effort that rebuilds and renews? Take a position and make a statement. Your vendor's offerings aren't all the same. And who you choose to do business with can speak volumes about your branding and priorities for your business and community.