We recently came across this great story about bringing corporate values to life inside and outside a brand.

Frost Bank is in Texas, but when Terri, a customer of ten years standing, moved to San Francisco, she kept her accounts in place at Frost Bank.

This is just one of the many stories Frost Bank uses to substantiate it’s claim for superior customer service.

Frost Bank employees are guided by a manifesto of short, but telling, statements about things that truly matter to customers:

• Bankers should know their customers by name and vice versa.
• Courtesy should not be based upon the size of one’s nest egg.
• The Golden Rule is more valuable than a free toaster.
• When a customer calls, an actual person should answer the phone.
• We believe in doing what’s right, even when no one is looking.
• We’d never do anything with a customer’s money that we wouldn’t do with our own.
• We wouldn’t say anything in this size print that we wouldn’t say IN THIS SIZE.
• You get what you pay for.
• If it sounds too good to be true, it is.
• Slow. And. Steady. Wins. The. Race.
• All the ATMs in the world are no substitute for customer service.

How does your brand come to truly matter to people?

Do you have a clear idea of what your brand believes it should do for people?

Do you make it clear what it will always do and, what it will never do?

Do you make this personally relevant and emotionally important to both your employees and your customers?

We help our clients look deep inside what their brand does, and draw out the ideas, behaviors and aspirations that can really matter to people.

We bring these meaningful elements to life in ways that change the way people feel, and therefore, the way they feel about (and act on behalf of) your brand.

Our goal is to help you create the employee spirit that makes customers like Terr feel so trusting, grateful and convinced that she’d rather stay with you – against all odds.