Think Twice--or even Thrice--Before Changing Your Logo

What says "we're about Latin" b

In branding news today, a story from the "if-it-ain't-broke-don't-waste-money-to-fix-it" file... Venerable Boston Latin School--America's oldest public school--unveiled a redesigned logo that features... nec Latine ("no Latin" if you forgot your high school Latin.) The school's design partner, GraphicDetails, says the new logo "shows the uniqueness of the school in a more sleek, modern, media-ready format," adding, "The prominent placement of the 1635 founding date on top of the shield (as an) important feature signifying the unique status of the school in U.S. history. The radiating lines provide visual interest and reaffirm BLS as a beacon of opportunity in education." The radiating lines design feature is fairly standard in higher ed logos and brands. Its popularity dulls its appeal. By comparison, BLS' "old school" logo is authentic and unique. The prominence of Roman numerals and Latin connects to tradition far more effectively than this sleek, modern logo.
The history of branding offers infinite examples of "just because you can, doesn't mean you should." Boston Latin School's logo change fits right in. While researching this article, I noticed that many of Boston Latin School's #socialmedia outlets don't feature the new logo. (#ProTip: If you MUST change your logo, make sure your #socialmedia--indeed, all your print and digital collateral--reflect the new logo before you announce the change publicly.)





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What Great Customer Service Looks Like...

My previous post shared an example of poor customer service. This post--which details correspondence with ROAD iD concerning a mistake that's 100% mine--is a complete 180.

We should be as quick to recognize outstanding customer service as we are to complain about poor customer service.

From ROAD iD (Paula Hook): Jul 17, 9:17 AM EDT Hello, Thank you for your kind words, and for making others aware of Road ID. It's great to get positive feedback from highly intelligent people like you. We find that it's much more fun to do our jobs well (and collect compliments) than it is to do our jobs poorly (and collect complaints). We're happy to know your experience has been a good one. If I can be of further assistance, please let me know.  Be safe out there, Paula Hook

From Bruce: Jul 16, 10:59 AM EDT Paula, hi. I just tweeted (@brm90) to compliment your awesome customer service. The ID I ordered was for a friend but rest assured I am going to reorder the correct size (19MM faceplate) for me soon. Thanks for your time and consideration.

From ROAD iD (Paula Hook): Jul 16, 10:07 AM EDT Hello, We certainly understand that mistakes are very easy to make - heck, we even make them on occasion. So, instead of having to order a whole new ID, we would normally remake the ID for a small processing fee of $5 plus shipping. When reviewing your account, however, I see that you've already placed a new order. Because of this, I have issued you a refund of $12.50 for the new ID. If I can be of further assistance, please let me know.  Be safe out there, Paula Hook ROAD iD 800-345-6336 ROADiD.com | MyRoadID.com Why we do what we do... "The medics were able to alert my wife and parents"

From Bruce: Jul 12, 11:56 AM EDT Hello, I recently mistakenly ordered the wrong size replacement faceplate for my 19MM silicone clasp RoadID. I've had the RoadID since you guys started making them and finally moved, so I had to update my badge info. Totally my error (ordered the 13MM faceplate). Any chance you could help me out with the right size? Thanks very much in advance.

When Accountants Dictate Customer Service, Customers Suffer

I visited a local Jiffy Lube this morning for an oil change. They're quick, efficient, they explain things in easy-to-understand terms, and they offer a veterans discount. I like the way staff interacts personally with customers and how they know, track, and share the history of my vehicle.

Jiffy Lube has a new "greeting policy" that decreases personal interaction and attention. And while it may more efficiently utilize employees, the new policy potentially endangers customers. More on that in a moment. 

Marketers think: "Good place to welcome customers."

Accountants think: "Unnecessary expense."

But first, as a marketer, in addition to creating content that meaningfully, memorably and measurably engages customers, I scrutinize the processes to which our marketing directs customers. 

Before promoting a product or service, I try to understand how, when, and where customers engage with the products or service. The critical mass (energy) produced when content and process collide generates decisions. Some questions I ask colleagues:

• How and where do we meet prospects and customers (digitally or physically)?
• How do we shepherd prospects through the sales funnel (digitally or physically)?
• Where can we enhance our service to make sales more personal and less transactional?
• Are the costs of these enhancements worth our investment of time, treasure, and talent?
  

From this perspective, Jiffy Lube's new policy doesn't improve customer service. In fact, it makes it worse.

In the past, a greeter/worker would welcome you outside, ask the services you want, and escort you inside, handing you off to a team member at the front desk. The new policy has greeters direct customers to check in at a computer inside the work bay. 

Beyond the fact that the work bay is (compared to the inside) dirty, loud, and subjects customers to the weather (hot in summer, cold in winter), it's also potentially dangerous: Oil is slippery, right? Did the bean counters consider how favorably working women in heels or men in dress shoes will view going into a work bay? What about the kids? What do they do while mommy and daddy are checking in? Does Jiffy Lube really want kids messing around in the work bay? 

Customer think: "Dirty."

Accountants think: "Money

I'm thinking the new policy has to be the brainchild of bean counters and profiteers who prioritize staff efficiency over customer service. Sure, checking in customers in the garage keeps staff working on cars and not manning desks. Sure, you'll probably make more money keeping staff busier. 

From a marketing perspective, this move erodes an important (but unquantifiable) customer service and interaction point. But even worse, from a customer's perspective, it's potentially dangerous. 

Suggestion: "Red Carpet Service".

Instead of checking in customers in the garage, install a red AstroTurf carpet from the covered greeting area that leads inside to the service desk. 

A greeter/worker welcomes the customer, and--while genially escorting them inside (perhaps with a branded umbrella in case of inclement weather--asks the services they want. He/she then checks his/her customer in at the computer. This creates a more personal, safer, and seamless customer engagement experience.

A comprehensive national marketing and advertising campaign could promote Jiffy Lube's new "Red Carpet Service" and highlight the services Jiffy Lube already provides: Quick oil change, check/refill fluids, check/refill air in tires, check wipers, etc. Throw in a couple discounts to entice customers to "Experience-Our-Red-Carpet" service.