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Brand Standards

Brand standards are the key touchpoints, amenities, products, or services that define the customer’s experience with the brand. Brand standards encompass any service standards for achieving specific ratings, such as stars or diamonds. Brand standards also include signature standards that will set a property or business apart from its competition to create a marketing advantage.

SGEi consultants will work onsite with the property to identify and define the signature service experiences and brand standards that will set each property apart from their competition and surprise, delight, and create wonderment for the customer. The SGEi consultant’s time on the property will depend on the size of the operation and number of customer touchpoints.

Operating Procedures


While brand standards detail what is delivered, operating procedures outline how an operation delivers the desired experience to the customer.

SGEi consultants will coach and advise the management team on procedures and the service sequence. The consultants and property managers will document the procedures for the SGEi designers to place into the company’s custom-designed documents.

The operating procedures will focus on the execution of all brand standards and customer experience standards.

What Sets SGEi Apart?

SGEi designs and delivers customer service training programs that inspire employees to learn, grow, and take control of their personal development. SGEi also develops a series of stimulation and socialization tools (before and after training modules) to reinforce the desired new habits as well as eLearning modules to ensure the ongoing adoption of those new habits. Further, SGEi modules are accompanied by a frontline manager coaching module to ensure desired habits are ingrained correctly. Whether it’s for leadership, supervisor, sales, or customer service training, SGEi can help.

• 2018 Stevie Gold Award for Customer Service Training Team of the Year
• 2016 Stevie Award for Customer Service Product of the Year
• 2016 Stevie Award for Customer Service Training Practice of the Year


Let’s Work Together


Are you looking for custom training solutions for your company? Let us design a customer experience that is a natural extension of your corporate culture!