How Corporate Internal Communicators Can Impact Customer Relations

As one who appreciates the infinite value of good health, I don’t believe whoever invented Coca-Cola did a favor to the human race. But I take my proverbial hat off to the Coke employee in this little anecdote related and commented upon by Angela Sinickas of Sinickas Communications, Inc.

A woman tried to buy a Coke from a vending machine, but it malfunctioned and swallowed some of her money. By a happy coincidence, the worker from Coca-Cola who refills the machines showed up at that moment. Hearing her story, he apologized, returned her money and offered her a Coke for free. Praiseworthy in itself, but there’s more.

The woman insisted on paying for her drink, but took the opportunity to express her shock at how much one had to pay for a bottle of Coke nowadays. The worker commiserated with her about how high prices were, but explained in the nicest way just how much the higher price of oil affected the cost of his product, from the oil used to make the plastic bottle to transportation costs. He mentioned specific percentages and dollar figures. He quoted how low Coke’s profit margin actually was on that bottle she’d just purchased.
A good ending, but how did he know so much?

So how did that potentially negative encounter with the Coca-Cola brand end? The customer didn’t walk away believing that tomorrow she would be paying less for Coke than she did today, but she certainly left with a far more positive feeling both for the brand and for the way her concerns had been addressed. And that, after all, is what good customer service is all about!

But how did the vendor maintenance man, who presumably ranked pretty low in the corporate pecking order, happen to be so knowledgeable on the intricacies of product costing? One must assume, points out Ms. Sinickas, that he was appropriately briefed , whether on a formal or informal basis, by someone inthe company who served as an internal communicator. And the successful imparting of that knowledge requires a careful definition of goals followed by meticulous planning and preparation.

In Sinickas’ words: “Especially in difficult financial times, the more we communicators can do to help our employees learn what they need to know in order to interact more positively with customers, the more we demonstrate our own value to the bottom line. Let’s be sure we actually measure that ultimate behavioral impact we have, not just whether our employees heard our messages.”