Once a company's image has been set in the minds of consumers, it is extremely difficult to change it, and it's often counter-productive to do so anyway. So it is of the utmost importance that your company image is positively constructed, that it reflects concepts, qualities and ideals that mesh with your business goals.
There are many ways a company can foul up this process. Review them, avoid them and ensure a healthy image for your company. - Being Inconsistent. If you frequently change your logo or catchphrase, your sales approach, your targeted market or any other major aspect of your company, you risk being perceived as inconsistent, unreliable or untrustworthy. This is the last thing you want for your company image.
- Exaggerating. Like inconsistency, promising more than you can or are willing to deliver will make you seem untrustworthy, and it can make customers downright mad, too. Angry customers can do more than just damage your image. They can destroy it.
- Lack of Timeliness in Filling Orders. In the Internet age, when Travelocity.com confirms your plane tickets before you've even closed your web browser Amazon.com can have your books or CDs at your house or office the next day, timeliness is everything. Customers expect much more than they used to, and to maintain a positive company image it is essential that you meet these expectations.
- Lack of Timeliness in Returning Messages. If a customer's email message or telephone call is returned the same day or the day after, they will almost certainly have a positive image of your company. Even if the message seems unimportant or is not urgent, strive to return it in a timely manner. This small aspect of customer service goes a surprisingly long way. Again, in the modern age, timeliness is everything.
- Using Pretense. Don't pretend you're something you're not, and don't hide the fact that you're trying to sell something. Customers are a wary bunch these days. They will assume you're trying to sell them on something anyway, so don't disguise it, lest you seem dishonest or sleazy.
- Having a Full Voice-Mail Box. This seems like an insignificant point, but it can ruin a customer's perception of you in several ways. First, if customers are calling you to begin with, then they obviously need something, and if they're getting your voice-mail then they're coming away unfulfilled. But even worse is when a caller gets a "mailbox full" message. It is frustrating, and you never want to frustrate your customers. It also sends the message that you're overwhelmed with work and thus unable to give them the attention they need and unable to handle their business in a timely manner. Or worse, customers could think you have better things to do or otherwise just don't care.
- Doing a Half-Assed Job. This is not in reference to your product or service. It's a given that what your company provides must be done well every time in order to have a positive image in the minds of customers. But what many people don't realize is that doing shoddy work on anything that's seen by the public or by your customers can damage your company image. Ads, letters, faxes, surveys; they must all be stylistically pleasing and free of mistakes or you will look like an amateur. Your product might be the best in the business, but if your ad sucks, then so will your image.
Author: Rick Sheldon has 18 years experience in the Promotional Products Industry and is currently CEO of Save on Promotional Products Inc. a Discount Online Promotional Products Company. He can be contacted at:
1-800-204-0525;
email: rick@saveonpromotionalproducts.com;
or visit Promotional Products. |
