Pest Management Professional, November 2009

Marketing Matters BUILDING YOUR BUSINESS AND BRAND RECOGNITION Reflect on Your Image By Harvey Goldglantz Columnist I ts been almost 10 years since Ive written a column dedicated exclusively to focusing on company image I think its time to revisit this critical component of brand equity recognizing the projection and maintenance of a positive image is the foundation of any effective marketing program Moments of Truth Any facet of your day to day operation can ultimately affect your message and image as perceived by the customer Advertising uniforms telephone etiquette billing vehicles training service and sales all have some impact on your customers with each and every touch I refer to these individual touches as moments of truth Its any episode in which a customer comes into contact with any aspect of your organization and comes away with an impression of the quality of service The individual moments of truth are themselves the product with each and every contact having the capacity to enhance or diminish your image Have you placed your company in front of a mirror lately Customer Perceptions You can affect and influence image perception and outcomes through the customer service delivery system If you look at the moments of truth as potential influencing points and take proactive steps to foster relationships youll be well on your way to building and sustaining brand equity There are four individual points of influence where you can have an impact on customers perceptions These four components are part of the service process and include 1 Tangibles advertising invoicing etc 2 Assurance level of trust felt by your customers resulting from their contact with you your reputation 3 Empathy amount of understanding and compassion displayed by employees when mishaps occur 4 Responsiveness how quickly you respond to service requests and problems If your company is successful delivering perceived value through positive image reinforcement the end result will be a sale renewal or referral Consistency is Key Companies that confront moments of truth proactively knowledgably strategically and consistently will create and sustain brand loyalty The inability to execute a consistent customer service delivery system however has been the bane of many companies Here are a few examples Company A invests thousands of dollars on new uniforms to update its image During morning check in a technician shows up at the office in front of his supervisor in the new uniform unshaven and with a pair of worn unpolished shoes How many customers and potential customers will this technician come in contact with in one day Company B prides itself in being the most progressive company in the area It advertises that it provides integrated pest management IPM When a customer inquires into the meaning of IPM the salesmen replies We use fewer chemicals The salesmen lost the job Company C advertises it provides a quick response When a customer calls at 10 a m theyre informed that We can have someone out to your home tomorrow afternoon The customer called another company These are all real stories that can happen on any given day Moments of truth gone array can have consequences that result in a tarnished image fewer closes and increased cancellation rates Its up to owners and managers to provide checks and balances to ensure the service delivery system is not only operational but also consistent Have you placed your company in front of a mirror lately If not perhaps a little reflection is in order PMP You can reach Goldglantz president of Elkins Park Pa based Pest Control Marketing Co by e mailing hgpcmcinc@ aol com 50 PEST MANAGEMENT PROFESSIONAL NOVEMBER 2009 www mypmp net