A company that says it values human talents but house its staff in cramped offices. Companies that talk about putting customers first, yet has no qualms about protecting their profit interest above customers.
While surfing the internet the other day, I came across a Facebook post by DBS Bank. They believe in injecting fun into everything they do. But is it any fun when you do business with them? Is it a fun experience calling their hotline?
There's a new commercial building in the Central Business District (CBD) in Singapore. It touts itself as a building designed for people who inhibit it until you realize you cannot get to the other side of the building without walking one big round.
The technology company with broken links on its website. A bank's recruitment website that a visitor has no idea on what to click.
Last Saturday, I called a restaurant to make a reservation only to have a lady who sounded like she's awakened by the call answering it. I've lost counts the number of times I've seen kitchen staff of high-class restaurants leaving the toilets without washing their hands after relieving themselves. And there's the staff who gave an excuse not to issue me a receipt because it's to inconvenient for her.
When you say what your business stands for, you have to make sure that everything you say and do is in sync and alignment in everything you do. If you stand for highest service, make sure everything you do is of the highest standard. From the layout of your shop, your staff service, the ways calls are handled, the way you communicate with them, the mailers you send out, the music you choose, the uniform, the words you use, how you phrase your questions, how you answer objections all correspond to the level of professionalism.
When you say you believe in injecting fun in everything you do, make sure it's everything and not selective things. From he bills, the letters, visiting your branch, contacting your hotline and interacting with your staff.
You can't say you trust your customers but make them feel like they are lying when they bring something back for exchange.
Do you know what's happening in your business?
Is what you say you are the same as what you actually do? What you say you are and what you do affects the customers' experience. When what customers experience is different from what you say you are, there's a gap. If you've given customers high expectation of your business and you fall short of this, customers will be disappointed with you. There's also a gap if you exceed your customers expectations, which of course makes your customers delighted.
However, most of the time, customers experience disappointment.
Look at your business now. See where are you falling short of customers' expectations and change them.