Drivers Are Brand Ambassadors

Drivers at Dade Paper in Miami are considered “brand ambassadors” who are trained to take ownership of the accounts that they serve, says Laura Craven, director of corporate communications and marketing. This includes probing customers for information about their needs while promoting Dade Paper’s product line.

“They feel those customers are just as much their customers as they are the sales representatives’ or the customer service representatives’,” Craven says. “They are definitely part of that forward-facing team.”

Being brand ambassadors means that every move the delivery driver makes can help or hinder the image of the distributor. That is why safe and respectful driving habits are key — and something that janitorial distribution companies should take seriously, says Pancero.

Given that delivery drivers spends most of their working day in the truck, which also acts as a mobile billboard, Dade Paper  makes it a priority to make sure that the trucks are comfortable to drive and are equipped with the latest safety features. The company also provides uniforms to the drivers, says Craven. 

“I think those little extras to make the drivers feel more comfortable and a have safer experience when they’re out there in the truck makes them feel part of the family,” she says. “Dade Paper has really embraced a family culture and I think that is conveyed to the customer on a day-to-day basis.”

Using UPS and FedEx as examples, Pancero says that it is much more probable that customers of those companies have stronger relationships with drivers than with any customer service rep or salesperson. Knowing the importance of that contact, UPS installed car washes in its garages and washes its trucks sometimes twice a day, depending on the weather, to make sure they look clean when they hit the road.