Bob, not in the proper uniform
Bob Thomas is the chief experience officer for the YMCA of the Greater Twin Cities, a leading nonprofit dedicated to strengthening communities through youth development, healthy living, and social responsibility. He is responsible for engaging community members to help them meet their personal goals while ensuring a great Y experience through integrated marketing, membership sales, and healthy living programs including swim lessons, group exercise, personal training, chronic disease prevention, and healthy aging. Prior to joining the Y, Bob held marketing, sales, and sales operations leadership positions at Boston Scientific. He holds a bachelor’s degree in economics and English from the University of St. Thomas. Bob serves as the chair of the board of The Sheridan Story and actively volunteers at Colonial Church of Edina.
Bob recently led a rollout of new uniforms for the Y’s employees, referred to as team members. The goal was to influence team members to better engage with customers and further increase their pride in the Y brand. Team branding creates a work environment where every decision and every behavior embodies the specific attributes of the brand. We asked him more about the move to the new uniforms.
You recently led a change to the YMCA team uniforms. Could you tell us a little about the background of the uniforms, and why it was time for a change?
About six years ago, the Y switched from their old, black-and-red logo to a dual-color logo that uses five different color combinations, which was meant to symbolize diversity and flexibility. The change in logo came with a change in uniform: At the time the decision was made to embrace all of the colors of the new brand, so the uniforms consisted of polo shirts that came in a variety of colors, but were primarily white—which meant they showed dirt, and looked bad even after very little basic wear-and-tear. To add to that, they didn’t fit very well, and team members soon began to express their disappointment with the required uniform. The uniform became known as the “bowling shirts.” Read more
Journey mapping is powerful. A clear visualization of your customer’s journey helps rally the company to support a new vision of your customers’ challenges, and how you can make it easier to be your customer.
Customer experience (CX) is about change.
