When I need a quick trip to a drugstore to pick up some Advil, a late night prescription or a candy bar I often run by Walgreens. It’s extremely convenient and you can get what you want most of the time.
As part of their branding efforts, employees have recently started saying “be well” after your transaction. It’s catchy and pithy. It also ties to their historical roots that they claim on their site as being “America’s premier pharmacy.”
But is it real? The challenge with that employee brand message is in its execution. For example, sometimes employees say it half heartedly (almost like “I’m sick of saying this, but be well”). Sometimes employees say it with cynicism (almost like “I don’t believe it, but be well”). Sometimes employees say it with a whisper (almost like “please don’t make me say this again, but be well”). And sometimes employees say it with a sincere attitude (almost like “I genuinely want you to be well”).
What are the lessons banks and credit unions can learn from Walgreens and their employee “be well” saying?
The first lesson is simple: be real. Make sure your employees are sincere when talking with customers or members. Nothing turns off consumers more than canned messages and statements. Treat each person uniquely and individually. Because they are. Make sure your employees are having real conversations with your target audiences.
There is also a second lesson: be consistent. Each time I go to Walgreens I receive a different greeting (even though the words are the same). As noted above, how employees uttered “be well” varied with almost every trip. Their employees were all over the board. Make sure from branch to branch your employees are engaging consumers consistently.
Thirdly, have an employee brand message. As hard a time as I am giving Walgreens in this post, the truth is having your employees say a consistent message is a good thing. Think “It’s my pleasure” with Chick Fil-A. For example, at Heart of Louisiana Credit Union they close every transaction with “Thank you for being a part of the heart.” Make sure your brand has a catchy saying consumers might remember.
Messaging and branding are important. So are employees and branding. Combining a brand message with employees is clever but also a trap. If executed correctly, it can add value. If done poorly, it can make you look foolish.