Instill pride and reward professionalism. Praise people who reflect well on the company when they do their jobs, by driving company vans courteously, by shoveling snow and ice off the store's sidewalk before being asked, by performing extra callbacks to customers who'd had a problem, to be sure it was resolved to their satisfaction. During employee evaluations, ask people to tell you how they have contributed to the organization's positive image. Create an opportunity alert system. Implement a system that enables front-line employees to pass along ideas for better satisfying customers or capitalizing on new needs.
Many companies reward every such suggestion with a twenty-dollar bill.
Enable employees to become walking billboards. Since it could be taken to show lack of confidence in American-made cars, one U.S. car manufacturer discouraged employees from parking foreign cars visibly in its plant parking lot. A more positive step in this direction is making it possible for staff to wear clothing imprinted with the company logo, to tote stuff to the beach in company- imprinted bags and to sip coffee from insulated company mugs on fishing trips. Empower employees to solve problems. Employee focus groups will let you know what changes, if any, are needed to foster a climate where people go beyond the call of duty to smooth the way for customer delight.