If you think saying “we put our customer first” convinces people that you actually put your customer first, think again. As the saying goes, your actions speak louder than your words. But that doesn’t mean your words can’t be actions. That’s confusing…let me explain.
When all you do is talk about how your product is so great and your customer service is top notch, or you provide so much more value than your competitor, people don’t buy it. In fact, they might even trust you less than they would otherwise.
Maybe traditional business people are mourning the days when they could say something about their brand and folks would believe it, but now the dynamics have shifted. In fact, the consumer tends to be more informed than the seller. For example, if a person goes to buy a stapler, they now have an unlimited view of what all their stapler actually are. They can see real reviews from real people about the exact staplers they’re considering, and probably even a list or two of the top performing staplers on the market.
So when a consumer with that level of knowledge sees a stapler company who boasts the best quality stapling in the world, they simply take it at face value. They may not scoff at it, but they’ll certainly do their research on that very product to see if their claim is real. I think us modern-day business people can see it for what it really is: an opportunity.
When people focus on our motives and our actual impact on people’s lives instead of just our words, we get to influence them in a way we never thought to before.
If you want people to know you have great customer service, show them your great customer service. Actually, don’t just show them, but write about that situation where you just displayed the great service you want to be known for.
That’s what I mean when I say our words can be actions. Instead of saying “we care about our customers”, write an article or a Facebook post about what you did to completely meet a particular customer’s needs. Think about how much that says about your business.
Write about your actions.
This is the reason I have case studies on my website. I could choose to spout off about how I amazing my branding skills are and what a great designer I am, but no one is going to believe that. Even after seeing my “product” (well, the visual form of it, anyway) no one is going to understand how it solved a problem or influenced my client’s bottom line. That’s why I write.