Returning from SXSW on Wednesday, my coworkers and I were standing outside Dulles Airport, waiting for the shuttle to take us to the parking lot. After traveling since 8am (it was now 6:30), Jim was really ready for a cigarette. Naturally, since he just got off the plane, he didn't have a lighter.
Apparently everyone plans ahead a bit these days, because none of the travelers heading in to the terminal were able to help. I nodded towards the line of taxicabs lined up behind us, and pointed out that they should all have car lighters in them. Jim asked a couple of them, but they all denied him.
The cab drivers were all sitting in cars clearly marked with "Washington Flyer". After seeing that, anyone visiting the area for the first time would be left with an impression of that company. If the drivers aren't even willing to reach up to their dashboard and provide someone a light, what does that mean for the level of service that they provide if you get in the back of the cab?
Is there someone like this working for your company? Your brand is not only represented by your website and your marketing materials; it's the way the phone is answered, the way your team interacts with the public when they're out picking up lunch, and especially your attitude when dealing with those who aren't likely to be customers.
Go out of your way to hire team members that will represent you as well outside the office as well as inside. And get rid of those that don't -- they'll end up costing you in the end.
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