You might call it a brand promise. You might call it your customer service standards. Some companies call it a customer promise. I call it a Unified Message.
What you call it is not as important as what you do with it. Use it to tell your story. It tells people why they should do business with you. And it helps them know what to expect when they do business with you.
Your Unified Message comes from your customers based on what they want. It also comes from management and employees based on what the company does best. All three groups should play a role in developing your Unified Message because it is important to all three.
Your Unified Message tells customers what to expect when they do business with you. It also tells them why they should choose you over the competition.
Do everything you can to share your Unified Message with your customers. Post it in your business, on your web site, on your business cards, in your ads and anywhere else your customers will see it. Some companies put these on signs in their stores. Others include them in billing statements each month. Some put them on the shirts employees wear.
Get your employees involved in this. Have them create a snowstorm of ideas. Then start implementing a few at a time. The key is to get your message in front of your customers so they know what to expect from you.
If they know what to expect, it gives them a reason to do business with you. It also helps them hold you accountable. And it gives them a framework in which to offer feedback. And finally, it helps customers tell you if you’re offering what they want.
It’s an extremely effective tool to engage your customers and get them talking. And that will help you do what’s needed to keep them coming back.