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Fact: you’ll never read a company’s mission statement that goes something like, “We aim to provide the worst, rudest, and most impersonal service you’ll ever encounter.”

So how come this is exactly what happens within companies who start off with a solid set of values? With growth (which everyone wants) comes the challenge of hiring and trusting representatives of your company to be not just employees, but ambassadors. Who you are is reflected in the person picking up your phones, the face at the front desk, and anyone answering emails from your company’s address.

Fast Company understands this challenge, and has a fantastic read on the subject. In their online article 3 Ways To Bring Your Company’s Core Values To Customer Service, Richard S. Levick breaks down some essential points to keep in mind as you empower employees to represent your brand.

Here’s an excerpt:

Employees must be empowered to make their own decisions.

Larry Oakner, the Managing Director of Strategy at CoreBrand, points to how Nordstrom emphasizes the passion for customer service that sets its brand apart. “The company’s employee handbook says it all,” says Oakner. ‘Our number one goal is to provide outstanding customer service. Use good judgment in all situations. There will be no additional rules.’

The personal freedom Oakner describes is what enables Nordstrom employees to personify the brand once they learn what it’s all about–even those situations for which there is no precedent or script. Because the brand becomes a part of what they are, great customer service comes as natural as a smile.