You will have seen that many stores have their signs on their signs. logo or name and then under this they have a motto, in other cases we hear a repetition of this motto or slogan in different advertisements, promotions and media.
Customer service call
These notices are customer service calls, which become a promise of what you will do with your services or your products. But the important thing is that this is fulfilled, since the force of that message could become a Boomerang for business results.
What is communicated to the client is therefore a promise that must not only be fulfilled, but must be carried out with very few variations with respect to what was indicated so that the client feels that, in reality, what was offered from the beginning was fulfilled. marketing.
- How to make this happen?
- How can we ensure that when the customer leaves our establishment they feel that what they were promised from marketing was fulfilled?
This is one of the great challenges that businesses and especially service companies have today: “fulfilling the promise to the customer”
Key steps
Let's briefly review some key steps to make this a reality.
- The client can expect a lot of things from a product or service; We can obtain this information by asking or surveying you and have a great relationship of these attributes. However, communicating them all is practically impossible and we should concentrate on some.
But the key question is which is it? The ideal would be for the organization to choose three or four attributes that will differentiate it in the characteristics of its product or service and that it is sure that it can meet them. Be clear about your value proposition.
For example, a seafood restaurant whose motto is “from the sea to your table” could choose as attributes: freshness of food, variety of seafood dishes and quick preparation.
These are obviously some of the features that people would expect from a marine restaurant that has this motto. By choosing these attributes among several, the restaurant makes the decision that these are met when the customer enters the restaurant.
- Must prepare the organization, design the premises, have the decoration and choose the colors that demonstrate the freshness of the products. So, for example, you can use light colors, lighting and even dare to show live marine products.
Along these same lines, you should have a broad menu because the motto says the whole sea straight to your table and, therefore, a short menu or limited products would not be fulfilling the promise that the whole sea is on the customer's table.
- Finally, the business must focus on having a excellent preparation of these dishes and that this is commented on by the clients who frequent it.
Convert attributes into behaviors and actions
Once these attributes have been chosen, we must achieve that Company staff represents them in almost all their contacts with the client, that the premises or the presentation of the product is compatible with the promise that we have indicated and that these standards are not only met, but are evident in the view of the client. This third step consists of convert attributes into behaviors and actions that the client can see permanently and feel that the promise we have made in marketing is being fulfilled.
But does it all end here? No, in reality everything starts here, since the company must be permanently concerned about fulfill the promise to the customer, train your staff for this and constantly follow the customer opinions to be attentive to the fulfillment of the promise that has been made.
You must be clear that once the client has launched the promise and chosen the attributes and observable behaviors, you must permanently dedicate yourself to fulfilling it; If you don't, customers will perceive the non-compliance and leave your business.
The loyalty, being clear about the value proposition, customer repetition, is one of the pillars for the business to be sustainable over time and the company to have continuity.
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