One of the “Imperative” offerings is called Every Point of Contact (EPOC). It’s the third in the 4-part sequence, after aligning your product with the true needs of the target audience (Sync) and defining the One Simple Thing (OST) that defines your core value proposition.

EPOC is rooted in the belief that when it comes to your brand, every touchpoint matters. From the speech your CEO gives to business partners to your phone greeting, every point of contact with the outside world either reinforces or detracts from your brand identity. Every employee, from the President to the newest member of your company, needs to understand what you stand for and what it means to convey that OST to people you meet.

This sentiment is echoed loud and clear in Tony Hsieh’s book Delivering Happiness: A Path To Profit, Passion, and Purpose. As the CEO of Zappos (and LinkExchange before that) Hseih has built a billion-dollar company around the idea that creating a WOW experience for every customer, every time starts with each individual employee. Zappos has created a culture in which everyone is expected to create a fun and positive experience for coworkers and customers alike. Happy employees equal happy customers and clients.

Hsieh’s book is incredibly inspiring, not because he’s made a lot of money, but because he looks to make the world a better place through his customers’ experiences with the Zappos product. In a world where you have so many choices for each purchase you make and each company you do business with, this initial and consistent experience defines your brand.

I experienced the opposite customer experience this week with Bank of America. I was frustrated with their Bill Pay system, and when I went to talk to them about my concerns there wasn’t one person who could answer my questions. No one I spoke with knew why their system worked (or failed to work) the way it did, and all they could do was say they were sorry for my inconvenience. They were nice in their ignorance, but it wasn’t enough. Their customer service WOWed me for all the wrong reasons, and as a result I am very likely going to change banks for the second time in two years because they did not make me feel like I mattered.

The more I look for ways to improve my own interactions with clients, coworkers, and vendors, the more I see just how ignorant people are of their actions as it relates to their brand. We have a lot of choices in this world. What will you choose to do with your next customer interaction?

Tony Hsieh will be speaking at IHRSA’s 30th Annual International Convention & Trade Show,one of the longest-running fitness trade shows in America. IHRSA has been a long-time client of Holland-Mark and TPG Creative, and we look forward to hearing Hsieh speak live about his passion for culture and customer service.