by Melanie Wilt

Does anyone have a better reputation than the Man in the Red Suit? I’ve been trying to get a meeting with the Communication Office at the North Pole to find out the Big Man’s secrets, but this is such a busy time of year for the management elves, they’ve had to reschedule me after the New Year.

So, I will just have to use the PR knowledge at Wilt PR to speculate about why he is so wildly successful. The North Pole employs some reputation management principles that could be incorporated by just about any organization:

Listening – The North Pole has built a tremendous model of customer service. Isn’t customer service primarily about listening? The idea that the “customer is always right” may not work as businesses struggle in the new economy, but the North Pole must use the mantra “the customer is always first.” Every child – no matter his or her location – has a direct route of contact with Santa himself. Children do not have to go through a call center in India to make contact with him. They can go to their local mall, light display, or town square and talk to him in person. They can also drop a letter in the mail, send an email, or even send a “tweet,” which they know will make it into those white-gloved hands. I’ve even been following Santa Claus on Twitter this season.

Transparency – There remains a mystery with Santa Claus, but beyond the flying reindeer, the twinkle of an eye, and the chimney hopping, Santa’s a pretty straight-shooter. He let’s us know what is happening, clearly sets our expectations and keeps his promises. We have come to know that he will make his deliveries on Christmas Eve, Dec. 24 each year. Each year, we are happy to find gifts under our trees and in our hearts. Santa Claus doesn’t make promises he can’t keep. We know we can ask for anything, but he never says that’s what will show up. And, while there is a slight let-down at the end of the holiday season, we always look forward to the same magic next year.

KISS (Keep it Simple, Santa) – Few people or organizations do many things well. The North Pole does one thing very well. They successfully build toys, deliver packages on-time and spread holiday cheer. That’s it! The mission is simple, but the implementation takes many dedicated “elf-ployees” to pull it off. They don’t try to service sleighs, create snow or turn their workshop into a tourist destination in the off-season. The staff is focused, the leadership provides clear and motivational direction, and there is great meaning and reward in the work for all involved.

Albert Schweitzer said: “Success is not the key to happiness. Happiness is the key to success. If you love what you are doing, you will be successful.” Santa Claus and the elves must love what they are doing because they succeed year after year.

(Author’s Note: Santa, if this blog helps qualify me for the Nice List, I would really like a new car this year.)