subject: Repitition Builds Reputation: Check if You're Doing the Right Things [print this page] Marketing Marketing
If you have a message to communicate to customers or prospective customers (prospects) about the quality of your products/services you need to repeat it, over and over and over and over again. Why? Because we are bombarded with information on a daily basis and "out of sight is out of mind".
So if you expect someone to remember your business when it counts i.e. when they need to select a business to purchase from, then you have better made a good impression and a memorable one at that.
This means:
maintaining consistent branding (using the same logo, slogan, colours, typeface etc),
multiple promotions in the same forum (placing an ad in the same paper for at least 4-6 weeks).
Customer Service
The fundamentals of customer service MUST be followed at ALL times. If you are interacting with a customer or prospect you have an opportunity to give that person a positive or negative experience. It goes without saying which one will result in your business being successful. In fact 91% of unhappy customers will never purchase services from you again*.
This means you need to pay attention to your:
presentation;
ability to communicate;
explanation of product/service benefits;
eye contact;
body language; and
listening skills.
Repeating a positive interaction is only going to service your business well, especially when the same person has a good experience EVERY time they deal with you. We know the power of referrals, they are invaluable! It means your customer has already done all the selling for you! And even if this prospect does not use your business, they are likely to still refer you to someone they know who does need your business's services or products because you stood out as an easy, friendly, professional and knowledgeable person to deal with.
If you haven't delivered good customer service you are doing your business a huge disservice because each one of your customers has a circle of influence of 250 people or potential customers who hear bad things about you*.
Employee Matters
Repetition with employees becomes a priority when setting expectations for behaviour and performance. You must be clear, you must be consistent and you must be diligent in following up any gaps in performance or behaviour.
If you are not consistent, be assured the employee will read mixed messages on the importance of your expectations and problems will arise.
Also keep in mind that if you do not promptly address those gaps and repeat the requirements the problem will become more difficult to address.
You owe it to your employees as well as to yourself to make sure their role and responsibilities are clear, fair and rewarded when positive and addressed when negative.
Execution of Services
This refers to both the delivery of a service and the delivery of a product. To have a consistently high quality execution involves:
quality products;
timeliness of delivery;
politeness and professionalism in all dealings;
delivering what you promise (NEVER over promise and under deliver....you are better off to under promise and over deliver); and
after sale care (warranties, guarantees, follow up contact).
Your business WILL build a reputation. Your job is to make sure it is a good reputation. Repeatedly promoting your company's message and benefits, delivering great customer service, offering quality products/services and working with your employees productively will result in a more profitable business. Otherwise the only thing you'll be repeating is "I wish I had...."
Kylie Dickman
Owner
Virtual Bliss Your Virtual Assistant
PS. 96.7% of unhappy customers don't give their dissatisfied feedback to the business that has given them bad service. Instead they will share their negative experience with at least 15 other people, while satisfied customers will tell six at the most.
[Karl Albrecht (The Service Advantage, Dow Jones, New York, 1990, p. 199)]
