1. Provide multiple service channel options. Nowhere is the need for customer service options more apparent than when talking about generational differences.

2. Choose authentic rather than WOW experiences. Customer satisfaction is not earned with one interaction. Rather it is built over a number of consistently positive experiences.

3. Measure your brand experience from the customer’s perspective.

4. Engage your customer-facing employees. It’s no secret, happy employees make happy customers. And empowerment and company pride are two basic ingredients of happy employees. Highly engaged employees feel they are making a difference by doing what is in the best interest of the customer and are rewarded for those customer successes. A Nordstrom executive said it best – “Hire the smile; train the skill.”

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A “good story” embodies three essential Cs of brand communication – clarity, consistency and constancy.

1. “Clarity” dictates that a strong brand message is clear and authentic about what it is and what it is not.
2. To achieve “consistency”, the content of the brand communication should ideally be developed once, then tailored slightly for each medium.
3. “Constancy” is about constantly reiterating the same brand messages so as to ensure that these messages are not only heard, but more importantly, remembered.

In the absence of these qualities, it is nearly impossible for the brand communications strategy to succeed because each ambassador will be telling a different “story”. Achieving the three Cs of effective brand communications is undeniably no mean feat. However, the reward for successfully achieving this is far reaching.