What image do customers have of your business?
The Merriam-Webster Online Dictionary 2008 defines image as a “mental picture or impression of something”.
With this in mind, what is the mental picture or impression your business is projecting to customers? Is your mental picture of your business the same as your customers’? In other words, do you see your company through the customer’s eyes?
Here is an example which illustrates this point.
Recently I was contacted by a Limousine service company to possible due some work for them. The owner and I emailed back and forth a few times before we set a date to meet. Through our email correspondence and researching the company (the power of the internet) a mental picture of their company was formed.(This is the same way customers form their opinions).On my way to our meeting I envisioned a professional looking facility with shiny, highly polished limousines parked side by side, on the pavement, waiting anxiously to be rented. I also expected the employees to be well dressed, at least in business casual attire, while demonstrating an attitude and demeanor that reflected the nature of a Limousine service company. With the rental prices this company charged, the affluence of their clients, and the longevity of their business my perceived perception was this must be a first-class operation. Boy, I was wrong.
The first clue, my perception was wrong, is when I realized their office was located in an industrial area with construction and manufacturing companies. The second clue came when I found the address, the chain linked fence, topped with razor wire that surrounded the property did not correlate with my preconceived image. Unfortunately, reality continued to deteriorate my perception. The gravel/dirt parking lot held no extra parking spaces, the small lot being presently full of dusty limousines and (I assumed) employee's personal cars.
The front door to the office, which appeared to be an old warehouse, was locked. I pushed the intercom button next to the door. No one said hello they just unlocked the front door with a buzz. The lobby area consisted of a couple of desks to one side and a small waiting area with a couple of old couches in front of a TV. Threadbare carpet, dirty linoleum flooring, and an old musty feel engulfed the waiting area. Quite a contrast to the image I had created.
After a about five minute wait, a lady dressed very casually, strolled through the rear door which had a hand written sign stating “employees only“. Upon seeing me she gave me inquisitive look and a frown (her look said, what do you want?). I told her I had an appointment with the owner. She replied, “He is in a meeting”, as she continued on her journey out the front door. I was 15 minutes early for our appointment, so I decided to wait in the lobby. A few minutes later a guy (dressed extremely casual) came out of the back room and sat down at one of desks and preceded to eat his lunch, totally ignoring me. By now, I am seriously wondering is this a reflection of how they really treat their clients. Hopefully, they show more respect then they are currently demonstrating. Several minutes later someone else entered from the “employee only” door. This time the guy was wearing a mechanics uniform. He acknowledge me and after telling him I was there to see the owner he told me “to go on up”. Up where? I thought.
I ventured through the “employee’s only” door to find myself standing in a repair shop. Numerous limousines were in various stages of repair or broken beyond repair, from the clutter and disarray I can not be positive which is the case. There were some wooden steps off to my right, I assumed these lead to the offices. At the top of the stairs I found a small reception area and four offices. After again, announcing I was there to see the owner, I was told to wait he would be with me when he is done. Not being offered a place to sit, I stood patiently waiting. I was astounded by the sloppiness, the rudeness and the absence of common decency shown by all the employees I encountered.
When I left I felt sad. Sad that the owner of this business failed to realize the mental image he has of his business is not the same as the actual image his business is projecting. His employees are communicating an atmosphere of un-professionalism to his clients, current and potential ones. As he pointed out several times 98% of their business is done by phone. Appearance does not matter because people can’t see your business over the phone. I disagree.
Image is even more important when dealing with clients by phone. The clients may not be able to see the business, but they can and do feel the atmosphere that the business creates. When employees lack pride in their company, themselves, and/or their jobs this is communicated loudly by phone. The employee’s attitude, demeanor and friendliness are also highly visible through the phone.
Whether you conduct business over the phone, internet or you have a brick and mortar location the image customers have of your company will have a huge impact on dictating your level of success.
I heard someone once say “image is everything”. Well I can’t agree it is everything, but I will say image is very important in building customer loyalty.
Wednesday, December 31, 2008
Be Prepared
Be Prepared!
Sound, practical advice isn’t it? Maybe, that's why the Boy Scouts of America chose this phase as their motto.
Every day, I am bombarded by companies telling me I need to be better prepared. The insurance companies say I need more life, health, car, property, and every other type of insurance - to be prepared! Every time I purchase any type of mechanical /electrical item from a car, to a computer, to a refrigerator the retailers and manufactures say I need to purchase an extended warranty / service contract - to be prepared! Not to mention all the companies that want me to invest in my future well-being such as mutual funds, retirement plans, and investment opportunities now we even have prepaid funeral services. All this, just so I can be prepared.
Don’t get me wrong, I do believe in preparing for life. As the old saying goes, “An ounce of prevention is worth a pound of cure”.
My question is, why do companies spent incredible amounts of their time, money, and resources telling me I need to be prepared, when they are not prepared to serve me, the customer?
These are some life experiences illustrating my point:
Called a business recently (name withheld to protect the guilty) and was placed on hold for about 10 minutes, while their recording repeated “…due to the high call volume we are experiencing …..” Could they not prepare better for this “high call volume”? Maybe, hire more employees?
Called another business and the phone rang 8 times before anyone answered. Why is this company unprepared to answer my phone call within 3 rings?
When I ordered food from a local restaurant, they told me to expect delivery in 20-25 minutes. 45 minutes later the food arrives. When asked, Why the delay? I was told they were short on delivery people. Why not hire more delivery people? Why not have someone else help with deliveries?
Visited a major electronics retailer, where I inquired about purchasing a new stereo. Several surprises arise during my visit. First finding someone to assist me was surprisingly a challenge. Then after finding an employee that works “in that department”, their level of product knowledge was far below mine. Why not prepare the employees with product knowledge? Why not have more staff to serve the customers.
One of my favorite examples of a business not being prepared is:
The car dealership visit:
During his visit to a well known car dealership I watched Bob (not his real name) be transformed from a potential lifetime customer into someone who became the victim of a business unprepared to serve customers. It started when Bob picked out a new car he wanted to test drive. The inexperienced salesperson took over 15 minutes to find the key to the vehicle. (Strike one)Then the new car did not start. (Strike two) After getting the car jump started, they went off for the test ride. Apparently, the salesman forgot to check the fuel gauge. Five minutes later the salesman came walking back to the dealership looking for the gas can. (Strike Three) Needless to say, Bob purchased his new car at another dealership. Why, did this business choose to lose a potential lifetime customer? Why was the salesman not trained properly? Why was the car out of gas? Why was the car’s battery not checked?
In business you need to be either serving the customer or preparing to serve them.
Being prepared has to be a top priority for all companies. It is a choice, a mind-set of the company and their employees. Every company must have a “Be Prepared” mentality to thrive in today’s competitive business environment.
Being prepared does not guarantee customer satisfaction, but being unprepared almost always leaves customers unsatisfied.
Are you prepared to serve your customers?
"In business or in football, it takes a lot of unspectacular preparation to produce spectacular results."
--Roger Staubach, Hall of Fame Football Player
Sound, practical advice isn’t it? Maybe, that's why the Boy Scouts of America chose this phase as their motto.
Every day, I am bombarded by companies telling me I need to be better prepared. The insurance companies say I need more life, health, car, property, and every other type of insurance - to be prepared! Every time I purchase any type of mechanical /electrical item from a car, to a computer, to a refrigerator the retailers and manufactures say I need to purchase an extended warranty / service contract - to be prepared! Not to mention all the companies that want me to invest in my future well-being such as mutual funds, retirement plans, and investment opportunities now we even have prepaid funeral services. All this, just so I can be prepared.
Don’t get me wrong, I do believe in preparing for life. As the old saying goes, “An ounce of prevention is worth a pound of cure”.
My question is, why do companies spent incredible amounts of their time, money, and resources telling me I need to be prepared, when they are not prepared to serve me, the customer?
These are some life experiences illustrating my point:
Called a business recently (name withheld to protect the guilty) and was placed on hold for about 10 minutes, while their recording repeated “…due to the high call volume we are experiencing …..” Could they not prepare better for this “high call volume”? Maybe, hire more employees?
Called another business and the phone rang 8 times before anyone answered. Why is this company unprepared to answer my phone call within 3 rings?
When I ordered food from a local restaurant, they told me to expect delivery in 20-25 minutes. 45 minutes later the food arrives. When asked, Why the delay? I was told they were short on delivery people. Why not hire more delivery people? Why not have someone else help with deliveries?
Visited a major electronics retailer, where I inquired about purchasing a new stereo. Several surprises arise during my visit. First finding someone to assist me was surprisingly a challenge. Then after finding an employee that works “in that department”, their level of product knowledge was far below mine. Why not prepare the employees with product knowledge? Why not have more staff to serve the customers.
One of my favorite examples of a business not being prepared is:
The car dealership visit:
During his visit to a well known car dealership I watched Bob (not his real name) be transformed from a potential lifetime customer into someone who became the victim of a business unprepared to serve customers. It started when Bob picked out a new car he wanted to test drive. The inexperienced salesperson took over 15 minutes to find the key to the vehicle. (Strike one)Then the new car did not start. (Strike two) After getting the car jump started, they went off for the test ride. Apparently, the salesman forgot to check the fuel gauge. Five minutes later the salesman came walking back to the dealership looking for the gas can. (Strike Three) Needless to say, Bob purchased his new car at another dealership. Why, did this business choose to lose a potential lifetime customer? Why was the salesman not trained properly? Why was the car out of gas? Why was the car’s battery not checked?
In business you need to be either serving the customer or preparing to serve them.
Being prepared has to be a top priority for all companies. It is a choice, a mind-set of the company and their employees. Every company must have a “Be Prepared” mentality to thrive in today’s competitive business environment.
Being prepared does not guarantee customer satisfaction, but being unprepared almost always leaves customers unsatisfied.
Are you prepared to serve your customers?
"In business or in football, it takes a lot of unspectacular preparation to produce spectacular results."
--Roger Staubach, Hall of Fame Football Player
Subscribe to:
Posts (Atom)
