Uniform: Remaining the same in all cases and at all times; unchanging in form or character.
Taking a flight to catch some winter sunshine recently I noticed the flight attendants, collectively.
At the start of the flight the attendants wear a suit complete with head wear. As the flight gets under way..... jackets come off, head wear is stored for landing and an inherently uniform appearance is displayed. Waistcoats are revealed and strong red lipstick is immaculately in place. From the identical styling of hair for all the female flight attendants with long hair (a neat bun sitting just above the nape of the neck) down to the shoes, they are uniform. Representing the company and consistently delivering the brand values through their activities.
Throughout the flight, we received efficiency, smiles and excellent service. ... consistently.
Consistently for the whole
flight and consistently from all attendants. It's for a reason that Emirates
has an excellent reputation amongst airlines for their travellers’ experience.
Their staff training and high standards will have contributed significantly to producing these results but it's no coincidence that there is similar attention to detail and prescription with both their uniform appearance and the appearance of their uniform as there is to their standards of performance. Not surprisingly, as well as being highly regarded Emirates is a successful business.
Or is much of my
experience subjective? How much does
their appearance contribute to and reinforce my expectations? It’s a widely recognised fact that if you
look like you’re going to do an excellent job then people perceive that you will.
What could we all learn
from this for ourselves and our businesses? While it may not literally be a uniform you
need, what does your daily 'uniform' communicate about you ....does it support
you in achieving your goals......? Is your appearance consistent with you, your
product or service; is your personal brand congruent, credible and believable
and do you deliver in line with the expectations you set?
2 comments:
Some 15 years ago I enjoyed a wonderful holiday with friends in Dubai. The husband worked for Emirates in their aeroplane shaped HQ and invited me one day to look round the mock up interiors of various aircraft used for training purposes.
As we wondered round it wasn't long before the Emirates cabin crew uniform made its appearance. Immaculately tailored, classically simple and elegant in style, it was dynamic yet sufficiently demure for a Muslim airline employing a predominantly female workforce to sell its brand. I don't think the uniform has changed much at all over the years - rather like Singapore Airlines and KLM, the uniform embodies a style and professionalism that is timeless and says 'we're here to stay - we don't need to reinvent ourselves'. Oh - and the fact that the Emirates uniform appeals to the Autumn in me doesn't do any harm either!
I love the fact that they have an aeroplane shaped HQ, a clear demonstration of their commitment and that their brand runs through to the core of their business.
You are absolutely right about what '...embodies a style and professionalism that is timeless...' can communicate. The key is to be able to conduct an objective review every couple of years to ensure the messages being communicated are still accurate and the uniform still valid.
Thank you Marilyn, I enjoyed reading this!
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