Every aspect of your brand should enhance the customer experience, not detract from it.

Every organization – in some way projects itself as being customer focused. The employees in the commercials and print ads are always smiling and looking like they’re overjoyed when a customer needs help. How often do you get that reaction from the staff when you actually use them?

Why is the reality so different from the message sent?

Examine the physical atmosphere in your facility. Is it welcoming? The store manager or owner may say “yes,” but how many customers would agree?

If the customer or prospective customer has to wait, are there comfortable chairs to sit in? Is water made available for a refreshing drink? Do people who frequently visit your establishment tend to have children with them? Are they interested in the news? What could you offer them that would create a welcoming atmosphere for everyone who visits?

What about the experience of the customer who must return something or who has a problem? Yes, there are people who pull scams on businesses, but aren’t they truly the minority of customers? A customer who has a problem and who brings it to your attention creates a tremendous opportunity for you to strengthen their loyalty. The treatment they receive at that moment can be the factor that makes them a brand advocate or turns them into a brand detractor.

Nordstrom is legendary for its service. They have a no questions asked policy. Do people abuse it? Yes. Have they changed their policy? No. They have systems in place to track who makes the return and if they feel someone may be abusing their generosity, they explain their concerns and tell the person they won’t be able to return anything in the next 30 days. But they don’t punish good customers because of the few bad ones. Do you?

These are all examples of how businesses set themselves up for failing to deliver on their brand promise. Whether we provide goods or services to consumers or other businesses, delivering on the brand promise is one of the most critical processes to growth.

Your next step: Evaluate your business from the customers’ perspective. What promises are you making and do you deliver? How could you go above and beyond for your customers and prospects and create permanent relationships with them?

Stumped on how to take your brand to the next level? We’d love to discuss how we can help you do that.

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