Success
Strategies — by
Warning: You may
be losing customers because they don’t receive a consistent experience from
you.
One of the strategic advantages a franchise business has over other
business models is the consistency of the customer’s experience.
You might argue that many fast food franchises are not very high quality
and you would be right. McDonalds doesn’t make the best hamburgers and Dominos
Pizza doesn’t make the best pizza pies. But they excel in large part by
delivering the same thing in the same way. The customer gets what they expect.
They are predictable and consistent.
And that works.
So what does this have to teach those of us who don’t have a franchise?
I submit that we can all do a better job of delivering consistency.
You see, when a customer has a good experience, it’s critical to
replicate that experience for them each and every time. Even if you deliver a
good experience in subsequent transactions, if it’s too different, it won’t
feel quite right to them. You will have changed the expectation and they will
be confused.
And a confused mind takes no action. If the customer is surprised,
bewildered or confused, they may stop doing business with you. And they may not
even be able to tell you why.
They just sense that something didn’t feel,
look or taste like it did before. The pattern was altered and disharmony crept
in.
You can have lots of cohesive elements to your business, but even
It’s all part of becoming and remaining dependable.
There are numerous ways in which we can be more consistent.
Our packaging, colors, timing and logo should all contribute to this
consistent intention. The way things feel, look, smell
and taste are all part of the customer experience and they should all work
together.
I suggest taking a close look at how consistent—or inconsistent—your
business practices are. Make it a priority to have all aspects of your product
or service consistent.
Look at every aspect of your business from prospect to customer and dig
deep to discover pockets of inconsistency.
By doing so, you will improve your brand, increase loyalty and grow your business faster.
How does your business stack up against
the 10 Pillars of a World Class Business? Take the assessment
now and get the 10 Pillars Report. Both are complimentary!
— © Copyright 2008,
For more articles, visit: http://www.sfpnn.com/michael_angier.htm
E-mail Michael at: BeYourBest@SuccessNet.org
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