Image

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.