By Stephen Rhodes
Good companies stick to the knitting. They know who they are and what they bring to the marketplace and what differentiates them from the other guys.
It’s this point of differentiation that is the sticky wicket for many. When you think about what sets you apart from your competition, you may think of things like quality products, strong reputation, knowledgeable staff and one of my favourites, exceptional customer service. The thing is everyone thinks they have exceptional customer service and we all know that’s not true.
Exceptional customer service is a living, breathing organism that permeates the very culture of a business. If you have it, you demonstrate it in a tangible way. Saying it isn’t enough.
Your competitive advantage rests in a few choice words that describes what benefit you bring to your customer, whether it’s customer service, quality or speedy delivery. Pizza Pizza revolutionized pizza delivery with its 30 minutes or it’s free campaign. Then, of course, they quietly abandoned that and in hushed tones spoke about 40 minutes or it’s free. None-the-less, it was a tangible demonstration of its commitment to customer service.
Your message should tell your customers why they should do business with you and what to expect when they do. It’s a promise that tells not just what you will do, but how.
Let me know how you set yourself apart from the other guys, and gals.