Van drivers are the new brand ambassadors

14th December 2012

As businesses shift their view of the field-based workforce from one of operational necessity to strategic value, they are turning van drivers into front-line brand ambassadors.

Nine out of ten businesses polled by Trimble Field Service Management said field staff were important for the image of the business, and half said the board was placing more strategic importance on field service excellence than it did a year ago.

The study found that organisations are using a number of different initiatives.  Over two thirds said they ensure the mobile workforce is made aware of company campaigns, and regular training and coaching are also key to ensuring that those employees ‘out on the road’ reflect corporate brand values.

Nearly half hold regular customer service training sessions, and a further 31% meet frequently to discuss how to interact with clients.  Simple things like sharing behavioural codes of conduct (33%) and providing a uniform/dress code (23%) are also important to presenting a consistent, respected image to customers.

In particular, 79% said that driving skill is taken seriously by the company and is strongly linked to representation of the brand in the public eye.  Three quarters of businesses provide regular staff briefings on how to drive more safely, and 70% have a written policy on safe driving.

The report, Road Ahead – the Future of Field Service Delivery, also revealed that 58% of organisations use technology to monitor drivers, with the majority using telematics.

Moving forward, says Trimble, they should be looking carefully at their frontline workforce.  With customer service now a top priority, there is a strong case for investment in technologies and initiatives that help to ensure frontline staff are business ambassadors.  This will only become more important as the mobile workforce, and its role as the face of the business, continues to grow.