[picapp align=”left” wrap=”true” link=”term=customer+service&iid=5066730″ src=”f/0/b/c/Male_market_stallholder_2156.jpg?adImageId=8812254&imageId=5066730″ width=”234″ height=”351″ /]I have been to Subway yesterday, the known food chain. I am not sure if you ever noticed what is written on the t-shirts of the gentlemen preparing the sandwiches, it is saying ‘I’m a Subway certified sandwich artist.’ Let me put it this way; isn’t that cool!!
Even if we can arguably say that anybody can actually make a sandwich, I still felt that this guy behind the counter knows what he is doing, he must have been through some kind of highly intelligent sandwich making training program (OK … this is a bit far!!). In all cases, I believe this is part of the message the organization is trying to convey, it is part of their brand image that they want to stamp on the memories of their customers.
The other part of the message is internal to the organization. It is used as a way of motivation and loyalty fostering. It is about creating the feel of belonging, whether you are preparing sandwiches in Jeddah, London, Paris or New York, you are a subway sandwich artist.
Subway is not the only organization that has a naming system for its staff. Starbucks employees are called ‘Partners,’ and Apple stores have what they like to call ‘Geniuses’ (again … isn’t that really cool!!).
Quite the opposite, it is really sad to notice that there are companies that use the naming system in a totally different way. I’ve heard number of stories about local managers who like to shout in their subordinated faces with stuff like ‘punch of lazy morons’ and ‘herd of cattle.’
Now, do you have a naming system at your organization or at any one that you know of …