The Liberated CEO: The 9-Step Program to Running a Better Business so it Doesn't Run You

CHAPTER 5

HOW TO BUILD A SERVICE BRAND (IT'S NOT ABOUT YOU)

Everyone talks about customers. Liberated businesses make customer awareness part of the fabric of every employee's job, and liberated CEOs learn a distinction that has escaped the vast majority of people in business: Customer relationships are not the specialty or skill of a particular function or department. They dictate how each and every employee makes decisions.

That's why our concept is about more than just delivering great customer service. It is also about designing processes so your system is geared in every aspect to have the client look to the company as a service brand, rather than to an individual. This is only possible if the other items in the book are followed. This chapter ties together the threads we've discussed about developing a world-class service team of employees not burdened by repetitive duties that can be outsourced, who are compensated well, are supported by checklists to minimize mistakes, and are empowered by the organization to get client service delivered in a timely manner. And there's another key: the CEO, founders, principals, and top partners need to step back from their egos and any cultures of personality to develop the people and processes that shape a growing business.

How a business engages customers has many variations depending upon the nature and size of the business and the views of leadership. Small and medium-sized businesses typically need strong customer relationships to ...