Frontline employees must be authentic representatives of the brand. Simple enough, right? Nearly all rational managers will agree with the above statement. But how does management ensure that employees animate the brand?

1. Kinesis CEM, LLC
5 Steps to Make Frontline Employees Authentic Representatives of the Brand
https://blog.kinesis-cem.com/2014/06/05/5-steps-to-make-frontline-employees-authentic-representatives-of-the-brand/
Eric Larse is co-founder of Seattle-based Kinesis, which helps companies plan and execute their customer experience strategies.
Mr. Larse can be reached at elarse@kinesis-cem.com.
http://www.kinesis-cem.com
kinesis-cem.com 206.285.2900 info@kinesis-cem.com
5 Steps to Make Frontline
Employees Authentic
Representatives of the Brand

2. Align external
messaging
with customer
expectations
1

3. Align customer
expectations with
company service
standards
2

4. Align service
standards with
training content
3

5. Align training
content with
frontline
execution
4

6. Align frontline
execution with
rewards and
incentives
5