Contact Shep (314) 692-2200

Does Your Frontline Team Believe in Your Brand?

The Gap Between Your Marketing Message and Frontline Teams

Shep Hyken interviews Chris Wallace, Co-Founder and President of InnerView, a marketing consulting firm that helps companies align their brand and product stories with their customer-facing teams. They discuss the importance of a two-way dialogue between the marketing department and your frontline teams.

Subscribe and Listen

Top Takeaways:

  • Do you know what the people talking to your customers think of you? The employees who talk to your customers, the people who represent you, are the gatekeeper of your brand’s message.
  • Just because people get a paycheck from the brands that they represent, it doesn’t mean that they can deliver every message perfectly, or that their training is going to stick.
  • The people who live in the trenches have a unique perspective on the customer experience and the brand promise. They get feedback from customers. They see how decisions are made in real-time. They have valuable input that can help leaders make better decisions. Leadership needs to take advantage of their knowledge!
  • The goal of marketers is to reach the customer, to drive demand, to catch interest, to capture attention, and to set expectations. We encourage marketers to ask themselves – How do we equip our people to understand, align, and confidently deliver on these expectations?
  • The base level of what customers expect from you continues to go up. They can buy the product that you are selling elsewhere. What customers are looking for are the brands that can deliver that extra layer of value. They are looking for the best company who creates the most amazing service.


“There is nothing better than dealing with somebody on the frontlines that truly believes and cares about the brand that they represent”

“Look at your frontline teams as an audience to be convinced, not just to be told and informed.”

“Customer experience is the new battleground in business. It shapes whether customers are going to be loyal or leave after one bad interaction.”

“The brand and the customer experience are becoming synonymous.”

“There is a gap between what frontline leaders think of their experiences and what customers think their experience is. As soon as you start asking the front lines to share their thoughts and opinions, you’re automatically ahead of the game.”


Chris Wallace is the Co-Founder and President of InnerView. Chris and his team have developed the Brand Transfer Study tool which helps companies measure brand message alignment and engage their frontlines in innovative new ways.

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and your host of Amazing Business Radio.

This episode of Amazing Business Radio with Shep Hyken answers the following questions … and more:

  1. What is a brand promise?
  2. Who are your internal customers?
  3. How do you ensure brand alignment?
  4. How can frontline insights improve customer experience?
  5. Why is it so important to have a two-way dialogue between the marketing department and your frontline teams?

Want to receive Shep’s latest customer service and CX research?

Sign up for instant access to Shep’s research report on customer service and customer experience.

"*" indicates required fields

This field is for validation purposes and should be left unchanged.

© 2024 Shepard Presentations, LLC.
All Rights Reserved.

Legal Information | Sitemap Legap

Site by: digitalONDA