Best practices for brand’s client satisfaction
Author: yinkaolaito
Yinka Olaito is happy,excited and passionate Brand Communication, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns.Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage consulting and African Child Right Inc.Lagos Nigeria
Like we know, getting client is great but retaining them is hard work. Retaining clients is highly rewarding for brand’s success. Bitter clients spread negative words of mouth faster than satisfied ones. Given that brands can not be perfect, that is out of this world but brands efforts in getting it right with its customers will go a long way in sustaining brand’s profitability.
In my recent research on how best can brands ensure excellent customer satisfaction or what some called customer delight, I stumbled on Robert Merrit’s advice which I thin if applied by brand’s manager will go along way in helping in the issue of unsatisfied clients. He identified twelve steps, we will examine six here and the other six parts will feature in subsequent write ups.
1. Understand the client’s culture: Brand and consumers relationship is like a love, romantic relationship which brings two different individuals with varied background together. Each actor must therefore make every effort to understand the other party’s world view. This is a must for the brand owner because he/she gains more by investing in knowing the culture of the client
2. Be ready from day one: Brands have to be ready from day one of commencing business. The brand must examine its own capacity before making promises of value. It has to look at the capacity of technology at its disposal, human resources as well as financial resources to deliver the promised made. More importantly brands must update its knowledge about their target audience and set up plans of intervention when necessary so that the motto of boy scouts “be prepared is strictly adhere to.
3. Strive to establish and sustain partnership spirit: From day one, brand must ensure its incorporate clients need, opinions, and view into services being rendered. Since they will be the consumers of the products, services being offered by the brand
4. Confirm and document clients’ expectation: Always confirm and document clients’ expectation from the brand. That is why Mike Murdock says “the shortest pencil is better than the longest bran’. A lot of issues are generated from undocumented expectation. But where there is a document of expectation from both parties, black and white do not lie.
5. Be explicit about deliverables: in addition to the above, both parties have to be explicit in plain terms what are the deliverables and cost of such. This often causes resentment if one party is not clear about what role each is expected played
6. Be clear about processes: Each service delivery has process of delivery. Some has a short cut while there are other processes that will take much time. Be sure both agree on the process to follow.
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