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Our Reputation: The platform that our success is built on
“It’s never crowded in the extra mile”
-Zig Ziglar
In a Business Week interview in November, 2012, Apple CEO Tim Cook talked about the success of Apple. He mentioned how Apple’s reputation and relationship with its customers was their most prized asset. He knows what he is talking about. A good business knows how to create and keep customers. They also know that a sterling reputation is vital.
One of the best opportunities to elevate our reputation is when things don’t go right. When we make a mistake and fall short of a customer’s expectations, we usually have a good opportunity to elevate our perception. Here is an example I came across last week.
Christine Welch is owner of the Coffeecake Connection in a suburb west of Chicago. She makes coffee cakes and baking goodies that companies use to spread goodwill, add to an event, and show appreciation. Christine believes that a big part of her job is helping her customers strengthen their relationships.
A few weeks ago, she got a call from a disgruntled customer. He was not happy, and he wanted his money back. Christine apologized, credited his account, and then asked him a favor. She wanted to send him some complimentary samples of a variety of her baked goods and get his opinion. He gruffly agreed. She sent him the samples, and then followed up. When she did, she picked up a whole new tone – and it was positive. The once-gruff fellow said, “You really give good customer service” Rather than reacting, Christine responded in a way that would enhance her reputation. That is pretty smart. Here is lesson I took from it.
When things don’t go right, take a deep breath, relax, and ask ourselves:
- Is this problem an opportunity to strengthen my reputation?
- What can I do that would be considered exceptional and in the “extra mile’?
- How quickly can I do it?
Apple keeps their reputation by being close to their customers. So does Christine. So should we!