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Comedians are brilliant at taking real life observations and make their living from it – it’s amazing how customer experience gives them so much material! This little extract shows us what happens when the human interface touch points fail and how "bad" it can get when delivered by disconnected, unengaged, uninspired people using inappropriate and lazy processes. 

This makes many people laugh, it actually makes me cry because this is the exact moment where reality and comedy buff up against each other, at the point of customer contact and the impact on the brand and business is a rather more serious matter.

Many of us are getting good at creating better customer experiences but there is a danger that we just create good generic, efficient experiences and not great brand boosted ones that customers find irresistible.

Identifying the exact moments where your team can deliver not just great service but service shaped and powered by an inspiring brand that they understand and know what they have to do to deliver can make the difference between brand engagement and brand rejection.

By helping your team to bring out their inherent creativity you can inspire and naturally guide them to deliver the brand you are seeking to create. Imposing top down, disconnected and uniformed missives about what you think good looks like that have been developed in a board room or a management away day is the stuff of nightmares for them.

You need to get out amongst the team, spend time on the front line, be visible and see how your brand actually delivers its experience to your customers. This is the practice of brand building not the fluffy theory. Ask yourself when the last time you delivered an irresistible customer experience was, be that an internal or external customer?

Get out there and listen and learn from your team, they can teach you a lot about both your customer experience and what Pumped Up People look like, or not.

Finally a word from the Master, Mr Branson, in an interview with Forbes magazine. Imagine Virgin without Pumped Up People! 

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