More than ever, it is essential to grant your customers the same experience, day after day. There are many reasons as to why this is the case. First of all, if your reputation is to build positively, it needs to be consistent. Customers shouldn’t wonder why they are struggling to find quality in your firm while others seem to be receiving a great experience.
On top of that, returning customers will want to sample similar and effectively routine quality from your firm. Without the ability to apply that, it might suggest that their positive impressions were a fluke. Business is a game of statistics. If just 10% of your client base is unhappy with their service, you’re going to learn about that rather quickly.
But how do you provide a uniform experience for your business audience? In this world of hyper-individualism, is this even possible? We would say absolutely, and would like you to consider the following advice to this end:
To talk of uniforms immediately might be a little obvious in an article about providing a ‘uniform’ experience, but sometimes, what’s clear is best. In many front-facing roles, it’s very important to ensure your customers are given a routine and reliable experience. For example, we often expect retail workers, waiters, or other front-facing workers to be dressed in some form of branded or neutral clothing. This not only signifies they are working at the store or restaurant, but they also keep on-brand and dependable. Of course, you might tailor this for better or worse with your own business.
For example, it might be that you wish to simply keep a smart-casual requirement in your salon, because the style and individuality is something that is celebrated there, and part of the value of your offering. However, sometimes the internal dynamics of your business audience can impact your audience, as well. Internal office dynamics or manufacturing line efforts can all contribute to the cohesion of your unit, or the needs they have when working.
For example, a restaurant guest rarely sees the chef working hard in the kitchen. Does this mean the chef shouldn’t wear their whites? Well, not always. They can signify pride in the job. A hygienic need. A continuation of the tradition of the job. So often, if you wish to provide a uniform experience for your audience both internally and externally - consider the appropriateness of a humble uniform.
It’s essential to remain consistent with your support offering. If you cannot do this, you run the risk of telling one customer a certain thing, and another, another. In the age of social media, you can’t afford this inconsistency, at least if you’re hoping to steward a large and continually returning audience. For this reason, it can be essential to cater to your support staff and allow them to give the most pressing and appropriate solutions possible.
The uniformity of experience here is in the details. It might be in the welcome message you give through your call answering service when someone calls. It might be in how easily they pass security verification when wanting to discuss an issue. It’s the little things that make a support experience worthwhile, and then a flexible solution that allows an adequate conclusion to be reached. For that reason, uniformity in support is absolutely essential.
Keeping your branding cohesive is one of the most important things you can do for yourself as a firm. Branding needs to be watertight - it needs to make sense, and it also needs to be relevant. Your products should somehow match your corporate branding. Your social media banner and graphic design need to reflect your website. On top of that, you need to understand the weight of your name, and thus continue to replicate the ethos that your branding evokes.
Again, consider how branding reflects on your firm. For example, imagine a law firm. It has a simple font name as its logo. The social media pages and website is minimal, how you would expect. Then, you enter the premises for help with a driving dispute. You’re giving a form to fill out. It’s in comic sans and bright colours. You walk into the legal counsel’s office and he’s wearing Bermuda shorts and a Hawaiian shirt. Unless you’re actually in Hawaii, this might take you by surprise. It’s counter to the branding you expected.
But it needn’t be that extreme. Keep an eye out for brands that do not seem cohesive in their approach. You’ll see them. If you can identify the issues, you’ll know what not to do.
With these tips, you’re certain to better yourself when developing your business audience. Collaboration.