I recently saw a picture of an old Steak ‘n Shake restaurant. It reminded me of when my grandparents used to take me to Steak ‘n Shake every Sunday for lunch. As a kid, I loved their slogan, which was a rhyme: “In Sight, It Must Be Right.” The slogan originated from the restaurant’s founder, […]
I recently saw a picture of an old Steak ‘n Shake restaurant. It reminded me of when my grandparents used to take me to Steak ‘n Shake every Sunday for lunch. As a kid, I loved their slogan, which was a rhyme: “In Sight, It Must Be Right.”
The slogan originated from the restaurant’s founder, Gus Belt, who would bring a barrel of steaks into the restaurant and grind them into burgers in front of the customers. It was meant to reassure customers that the burgers were made with fresh, wholesome ingredients.
The slogan was a CX promise that focused on Steak ‘n Shake’s commitment to quality. This made me realize that many slogans are, in effect, brand promises that suggest the experience the company or brand wants its customers to have. A problem I frequently notice is that these slogans are changed too often. Once you get a good one, stay with it. It may change over time, but give it a while before you make the change – unless you know it’s not working. Then, change it sooner rather than later.
Your organization may or may not have a slogan. If it does, it can most likely be interpreted as a promise you’re making to your customers. And here’s the thing about promises: Even if you feel that you’re keeping your promise, your customer has the final decision whether you have or not. All you can do is do your best. Ultimately, it’s your relentless effort to fulfill that promise that defines your brand in the eyes of those you serve.
Shep Hyken is a customer service/CX expert, award-winning keynote speaker, and New York Times bestselling author. Learn more about Shep’s customer service and customer experience keynote speeches and his customer service training workshops at www.Hyken.com. Connect with Shep on LinkedIn.
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