by Susan Armstrong

Customer service takes on new meaning when you are far from home and don’t speak the native language.

We were in Italy when Iceland’s volcano erupted, thousands of miles away. I was blissfully unaware of this event, and never imagined it would impact our travels. Then, the evening before our scheduled flight from Venice to Amsterdam, we learned that volcanic ash was drifting over the airports in London. There might be flight delays as a result.

Still, this sounded like a minor problem – one that wasn’t likely to impact our flight into an entirely different airport. Right?

We decided to confirm our flight, just in case. When it became apparent that our morning flight would not depart to Amsterdam, we elected to rent a car and make the drive across four countries – the scenic route would be an adventure.

We packed our bags, checked out of the Venice Hotel, and rode the water taxi to the city’s transportation center.

Thus began three days that are now imprinted in my mind as a blur of starts and stops, confirmations and cancellations, scheduling and waiting, and rescheduling again. From car rental companies to airlines to bus and train stations to hotel clerks, we experienced a multitude of customer service interactions in a short period of time. Here’s what we learned:

• Natural disasters bring out the best and worst in people.
• In general, people are less friendly under stress. Don’t expect sympathy from a hotel clerk who has been turning people away for three days.
• Some people care more than others, and it shows. One car rental representative just shrugged his shoulders and made no suggestions. The travel agent who booked our German airline flight was so helpful that we returned later to bring her flowers. (Ok, this flight was cancelled, too, but she tried.)
• Long lines aren’t always best. In the Venice train station, the shorter the line, the higher the price — and the better the chance that your train will still have seats available.
• Starbucks’ baristas are always friendly and helpful. Everywhere. I want to know more about their recruitment and training systems.
• Some companies communicate better than others. Air Italia has stayed in touch — no refund yet, but I’m hopeful. The German airline, not so much.
• Good service always comes with a smile. A sense of humor may be your most valuable travel accessory.

Simply put, some people understand customer service, and some don’t. One hotel manager in the “adventure” portion of this trip said it nicely: “We are all just guests on this planet, after all. We need to treat each other with respect, and know that we can’t always be in control.”

Benjamin Franklin lived his life by the theory that one could do well by doing good. He believed that the good life was achievable in direct proportion to one’s contribution to society, and he dedicated a good portion of his life and his considerable wealth to building universities, hospitals and firehouses. He refused to patent his inventions, to encourage the advancement of all mankind, not just himself. We could learn a lot from Ben Franklin.

Within the last couple of years, AT&T ran a series of television spots that featured Blake Mycoskie, owner of TOMS Shoes. For every pair of shoes they sell, TOMS Shoes gives a pair to a child in need. AT&T positioned itself as helping Mycoskie make that happen by using their communications technology. But I think that nearly everyone who saw the spots came away with the impression that TOMS Shoes was the real hero here — and with good reason. Here was a company designed specifically to help people in need.

Americans have become pretty cynical about trusting the intentions of businesses these days. The American economy is in the tank because of greed. It seems that for many, ethics has become nothing more than a class taken in business school. Doing what is good and decent and right hasn’t been on the agenda for quite some time. It’s become a game of quarterly earnings, and the parasite of greed barely blinks at the notion that it is killing the host.

The average American wants something to believe in. And I think that businesses in general, and particularly small businesses, have a real opportunity to make the world a little bit better, inspire hope, and gain market share in the process. They have the ability to do well by doing good.

Many business owners already subscribe to the idea. Almost every small business owner I have ever met donates time or money or both to a myriad of great causes. Many do it in relative anonymity, and I certainly respect the act of giving selflessly without expecting anything in return. The idea of philanthropic acts done solely to increase profits doesn’t sound particularly noble. But Americans are more than willing to embrace a happy medium. In fact, many Americans are willing to spend a little more for a product or service if they know that doing so is causing some good in the world.

Some larger companies are building from this philosophy with a degree of success. SC Johnson has been working to reduce the company’s environmental footprint, eliminating millions of pounds of pollutants from their products, reducing packaging waste and powering their plant using methane gas from a nearby landfill. Despite the considerable costs involved in this undertaking, they have found that going green is not only good for the environment, it’s good for business.

Imagine that. Being responsible and ethical is better for the long-term bottom line than screwing people over for a quick billion.

Smaller, local businesses may not have the budget of an SC Johnson or even a TOMS Shoes, but they can still have a positive impact in their communities while gaining a positive image among consumers. Here in Kansas, there are hundreds, if not thousands of local outlets for those looking to do some social good. And while a one-time, lump-sum donation to a worthy cause should be applauded and would certainly be appreciated, it might be more beneficial for both parties to, for instance, plan a campaign in which the worthy cause receives a percentage of the profits from each unit sold for an entire month, or year — or forever. Whatever the strategy, it needs to be more than just a marketing tool. Believe in it, and people will believe in you.

Doing well by doing good is a business model from which we can all learn a lesson. Seeking new and creative ways to make it more popular should be our next assignment.

Some of the more common elements in company branding include a logo, themeline, corporate identity materials and brochures. All of these go a long way towards projecting your brand outward.

But don’t forget that your work environment is a touchpoint, too. By applying environmental branding to your office, you can reinforce your brand to those within your organization and to visitors alike. Below are a few things we keep in mind when helping our clients undertake this kind of project.

For technology client Concergent, adding a splash of their main logo color to the pillars creates a nice contrast with their desks.

1.   Logo colors: Be careful when introducing your logo colors onto the walls, or large signage. What looks good in a logo may not work on the walls. A color scheme that is too bold can be unsettling for employees, and hamper productivity. If you have bright colors, consider a more muted shade. If you have dark colors, mixing in a complementary lighter color can brighten the area. 

2.    Decor: While it is nice to match the feel of your industry, it’s important that the interior be welcoming at the same time. For example, if you’re in the IT industry, you could hint at your technical identity with brushed metal wall fixtures, or even etched window art of electrical diagrams. But to keep things from being too futuristic and cold, you could warm things up with a complementary wood finish on your desktops, and perhaps some greenery in contemporary plant holders.

There are hundreds of possibilities when selecting your décor, including desk and chair styles, cabinet styles, lighting fixtures, door knobs and more. All can go a long way toward projecting the “new you” to your employees and visitors.



A unique upholstery pattern creates a more friendly, welcoming environment for visitors.

3.    Textures: Don’t overlook your carpeting or upholstery when planning your interior. Not only can they be unique patterns in and of themselves, they can create some interesting contrast with your walls, desks and cabinets. 

4.    Photography: Large-scale presentations of photography can be an eye-catching visual element, but remember that small blemishes that disappear at 4 inches tall can become glaringly obvious when blown up to 4 feet tall.

5.    Sketches help: Whether you use a 3D application, Adobe Illustrator or even just a pencil and paper, creating a series of sketches can help you with your decision making, and help your vendors make appropriate recommendations.

Remember, beauty isn’t just skin deep — and your brand shouldn’t be either.