|
|
|
|
The first time customers buy goods or services, it's usually because of your reputation, product value, advertising or marketing efforts. But how do you keep them coming back? Libraries are full of books choked full of information on what makes for "good" or "bad" customer service. There is a book, though, that takes customer service one step beyond the norm -- "Improving Your Company Image." Company Image presents down-to-earth information that will help you take a look at your business through your customers' eyes. It doesn't do any good to spend marketing dollars creating a special image that says, "buy form me" if you're going to lose all you've gained by leaving the customer with a bad impression from poorly handled telephone calls, an unkempt appearance or lax attitude of employees. Other books on customer service touch on the topic of creating a positive image, but "Improving Your Company Image" dedicates its over 100 pages solely to the image topic. From discussing how to create a good image to real examples of good and bad image to evaluation work sheets, this book will help give you a realistic view of your business and find out if and where you can make your business look better to your customers. As businesses get older, owners often lose sight of the details that make up a good image in their customers' eyes. Every once in a while it's a valuable exercise to stand back and take a serious look at what other people are seeing when they do business with you. "Improving Your Company Image" is a good reminder of how you should take that look and what you should be looking for.
About
the reviewer
Gene Fairbrother is the president of MBA Consulting, Inc., and one of the leading small-business experts in the United States. Fairbrother is a frequent contributor to numerous small-business publications and is often interviewed by such national publications as The Wall Street Journal, The New York Times, Forbes, Fortune and other publications looking for professional expertise about marketing, finance and entrepreneurship. He appears as a speaker throughout the country, addressing a wide-variety of business topics. Fairbrother also directs the popular ShopTalk 800 service offered to members of the National Association for the Self-Employed.
What would you like to do next?
© Small-Business Showcase |
