My Mom always told me, “There’s no second chance to make a good first impression.”
Your people create strong impressions that become part of your reputation.
Who speaks your Reputation?
Who speaks for your company?
Who touches your customers?
Who wears your company logo?
Do they create a lasting reputation you want to keep?
The person behind the phone, behind the counter, and even behind the wheel, is critically important to your reputation.
Consider…
Everyone in your company becomes an “Impression Opportunity.”
Consider…
Everyone in your company has conversations with customers, some of which will be non-verbal. Your Customer Service Representative, Sales Person, Tech Support, your Receptionist and anyone in one of your cars or someone wearing your logo - all create impressions. One conversation, or impression, may result in an opinion that determines future buying behavior. First impressions can spread like a virus.
Reputation Defined
You can look up the meaning of “reputation” in Webster’s or Wikipedia. Bottom line, your reputation is a customers’ impression of your company, what they say about you, how they feel, their trust level of your commitment to be genuine.
Every touch point with a customer is an impression opportunity that builds or destroys your reputation. Your website and online marketing strategies are only a portion of your brand. Your People = Your Company.
Builders & Breakers
Today, the following companies’ reputations were either built-up or torn down.
Best Buy - Friendly & Willing to Help
Best Buy has a greater at the door. “Welcome to Best Buy” when you arrive. “Have a nice day” when you leave. The Best Buy Associates was knowledgeable and willing to help me, even though the wireless keyboard/mouse combo was out of stock. He suggested I buy a less expensive unit so I wouldn’t loose more down time, reminding me of their 30-day return policy. The Checkout Clerk is super nice and appeared genuine. Now, she may have been hoping I’d fill out a survey with a chance to win a $5,000 shopping spree and compliment her.
Decision: Go to Best Buy when you need help and want to get in and out fast.
Staples - No attention to Quality, Bothered by Customer Dissatisfaction
Staples Print Center printed my business cards. I excitedly picked them up in preparation for SMX Advanced. (Heck, I’m consulting again, moved back to CA; I needed new cards.) First, the price quoted was much less than the price charged, which they grudingly honored as if they were doing me a favor. Then, the cards were inconsistent in quality and cut, some were crooked, some had color registration dots. Staples Associates gave me multiple excuses. Without saying it, they said, “Hey, no one said we were going to do a good job. What did you expect? Now please leave; we need to take a smoke break.”
Decision: Don’t return for print services. Give the business to someone who values quality and isn’t trying to rush you out the door.
Jawbone - You’re important. Our goal is to make it Hassle-Free.
My Jawbone Bluetooth headset took a sudden dump. I visited their website, read the Support page and thought, “shoot, I don’t have a receipt.” I got my Jawbone at the Consumer Electronics Show (CES) in Vegas in January. Their booth offered free exchanges of ANY old Bluetooth for a Jawbone. I honestly told the Customer Support Rep how I obtained my headset. She knew how to tell if it was still under the year warranty, and she offered me two ways to return the unit for exchange of a new Jawbone! She knew I had not paid full price, but that didn’t matter.
Decision: I’m a customer for life! And I’m going to tell others about Jawbone!
B&P Mobile Window Tinting - Get out of my way, Jerk!
A souped-up gold Ford extended cab truck with 37″ wheels (joke) honks voraciously because I’ve stopped at a red light to turn right. He honks for me to move into heavy ongoing traffic. My BMW has more horsepower than his piece of ____ , and I want to blow his doors off. But…I don’t. Once traffic cleared, I hit it! But he weaves in and out of traffic and then catches me and waves - how cute. I call the number on the window decal and speak with the boss to inform him of the reckless and disrespectful driving. He superficially apologies and tries to get me off the phone, obviously bothered by the call. But, once I mentioned his driver is a representation of his company and that I would not consider doing business with him, he says, “oh, ya, that bothers me.”
Decision: Get a bigger badder truck to role over the guy! …ummmm, calmmmm….
Power of Customer Reviews
Lorna Li recently invited me to share opinions on Yelp. I signed up for Yelp a couple months ago only because I was so impressed with Suede Salon & Spa in Folsom. I haven’t reviewed anyone else. Actually, I do take the time call into surveys and report good customer service. I take the time to let companies know they have an employee that made my day! Such was my only reason for signing up with Yelp. On the other hand, Lorna Li is a Viral Marketing Queen and has her ear to the ground of online marketing. Of course! I got it! Customer Reviews are the driving force behind Social Media Marketing.
Each customer speaks volume with power in their reviews and opinions! I’m heading back to Yelp soon to share my reviews of Best Buy, Staples, Jawbone and B&P Window Tinting. Thanks, Lorna, for the reminder.
We all make reputation-based decisions. Mom was right, “There’s no second chance to make a good first impression.” Your people, your website, your phone support and more…all speak for your company.
Mom always said, “Watch your reputation. With a name like Lookadoo, people will remember.”
I’ll leave discussion of reputation management (and the story behind my name) to another post.
Tags: Customer Reviews, Customer Service, Reputation Management, Viral Marketing
