Have you ever purchased something from a company and it was a really hollow experience? I’m not talking about poor customer service necessarily. I’m talking about the fact that you walk away and feel empty and exhausted. At the very least, you feel as if there was nothing memorable about your purchase. You have no recall value for the company and their product beyond the immediate purchase.
This happened to me recently when I bought a car. I left the dealership happy with my new car. However, I also felt very much like I didn’t really matter to the dealership. I was just another number they could check off because they were closer to their monthly quota. In fact, every time I drive by the dealership, I look away and wince- I’d like to leave behind and forget the entire experience. And car buying is not a novel concept to me.
Not good for business, right? What gives?
The dealership had no soul. By this I mean, there was no real emotional resonance with their clients. The dealership likely did not care about us as clients. The money came first.
On the other hand, contrast the dealership experience with that of a company like Zappos. When you order shoes from Zappos, you are part of their process and brand culture. Heck, you can even get on their website and read about their brand culture and values. It doesn’t read like our typical corporate “mission statement”. You can almost feel the sincerity and excitement. Now that’s soul.
So what does this mean for you? Consider:
If you work for a company, does your employer have soul? Does your employer:
• Have an established brand culture based on individual employee brand values? If not, then it is hard for you to feel part of something greater than yourself.
• Share what’s important with you? This is beyond “mission” and “vision”. I see this as a daily act- simple, and not always easy.
If you are in leadership at a company, does your company have soul? Do you and the leadership team:
• Really make sure each customer/client walks away with a sense of joy and high recall value for your business and product?
• Instill this sense of “soul” with each employee daily?
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Source: Katy Puris