© Murphy Business & Financial Corporation LLC
I like consistency. I bet your customers like it, too.
Consistency brings repeat business from satisfied customers. It’s a simple thought, but one that is often overlooked in small companies.
Franchises are a step ahead in that regard. Although part of the charm of travel is discovering boutique hotels and wonderful local restaurants, if you are in a strange town and didn’t get recommendations from friends or do some research prior to arriving at your destination, are you going to take a chance or simply go with the familiar — patronizing places you recognize and know will deliver the products and services you need?
If you’re in a hurry and driving in a strange part of your own town, are you likely to pull up to a Starbucks or McDonald’s for your coffee fix? You would, after all, be familiar with how the drive-through systems work (even the dual lanes and separate windows for payment and product) and whether or not the restaurant takes plastic cash. You know how many ounces are in each size and what they cost. You probably don’t even have to review the menu unless you are in the mood to try something you don’t generally order.
If your customers are coming back, they are pleased with the consistency of your product or service.
They are also probably familiar with the interaction they expect to have with your employees and have been satisfied with their experiences in the past. Whether your customer chats with a representative on-line or welcomes a member of your staff into his home, he knows what to expect. In retail settings, especially, customers feel confident locating store personnel when employees wear some type of company uniform. Although each is a unique individual, your employees should be relaying a consistent message through consistent behavior. Think of a different scenario: a hospital patient is also a customer. Although the stakes are higher and more personal, patients are looking for consistency from health care workers. If one medical professional washes his hands carefully and dons protective gloves before certain procedures, wouldn’t the patient expect that same behavior from the other staff members?
Also remember to keep consistent with your marketing. Branding is extremely important to a company’s success. Logos and slogans are to be recognized and remembered. Think carefully before making a decision to change either of these. Keep your message consistent in all written materials, packaging and advertising, as well as in the content of your web site and on social media.
Inconsistency is definitely inefficient. Corporate policies and ongoing training go a long way toward encouraging consistency. It is tempting as an entrepreneur to sometimes just take each day as it comes, but this often causes the business owner to spend a lot of time and energy putting out fires instead of preventing the initial sparks.
Thoughtful consistency is an integral part of a successful business plan.