The details make a difference,...
The devil is in the details. It really is important for staff to truly understand how their work reflects a company's image.
Recently, on an international flight, I was completely shocked at the state of the cabin upon boarding. The seat pocket in front of me, and several other seats, was empty except for a badly damaged safety card, No in-flight magazine, no waste bag, nothing. The floor was also dirty, with food and pills from a previous passenger. This was at the beginning of a nine hour flight! Completely unacceptable for an airline that prides itself on service.
When a company prides itself on service, every aspect of the customer experience should reflect that.
Inconsistencies in product delivery contradict an image that millions of dollars in marketing are trying to create. Employees are trained to do a job, but when they do not care, the message that a customer receives is one of poor service. In this case, no one cared what the standard for cabin cleanliness, or seat pockets should be at the start of a flight.
By training staff not only to do a job well, but stop and question when things do not look right, empowers them to be a part of that brand imaging. Do all staff understand their role in creating a brand image? Product delivery, and in this case preparation, is where the details really do make a difference.