Most companies have a strapline or brand tagline that describes what they believe their service or product stands for, in many cases it places the customer right at the forefront of their thinking. Sometimes these taglines also double up as brand identifiers. For example, Tesco’s famous tagline ‘Every Little Helps’ doesn’t require much imagination from the consumer and gives them something to emblazon on very bit of marketing material they have available. These are three carefully selected words that demonstrate a commitment to the customer, whilst also letting you know a little bit about their core guiding principles, mainly to save you pounds in your pocket.
Likewise, if I mentioned the tagline ‘For the Journey’ would you be able to remember the brand? Most of us might think of a breakdown company or similar. ‘For the Journey’ was actually used by Lloyds Bank to position the brand as a lifetime partner for everything we do with our finances. This has since been superseded by ‘The Next Step’ campaign which is a more subtle in its approach and shows the iconic black horse slowly galloping through a demographic mix of the UK populous. By carefully aligning themselves to you as a customer they demonstrate that they have a commitment to you as an individual.
Why is a customer commitment important?
Whichever way you look at it, there is a common thread in big business trying to win us over as long-term users of their service. Companies know the value of building long term customer relationships and the profitability they can bring. After all it’s far cheaper to retain a customer than to have go out to find a new one. It’s why the Net Promotor Score (NPS) has become such an important benchmark for business and quickly summarises whether someone would use the service again based on their experience.
It’s 2017 so ‘Just Do It’
Taglines are statements which are short and easily remembered. Repeated taglines can become mantras for a business and help guide your staff and customers to your guiding principles and beliefs. Your goal as a company is to work out how well your own business mirrors the guiding principles of the company tag or strapline. This is important stuff; both your customer and staff satisfaction are a reflection of being able to deliver your key message. When it comes to your vision for what great looks like, every member of your organisation must be in alignment to this message. Everyone should understand the goal, and ideally if it’s summarised in a strapline you can build your customer service principles around it.
Customer service measurement and training is key.
To deliver and live up to the standards required, quality measurement and training is a must. Your staff are the most important component in allowing you to deliver on your promises to the customer. For your customers to get the service they deserve you must first start with your staff.
Tern supports brands and employees with a range of customer insights measurement methods through mystery shopping. These include video, telephone and online mystery shopping with detailed report feedback.
Contact us via our website www.tern.co.uk or give us a call on 01939 235555 to see how we can help you fulfil your core business values.