Now, more than ever, it's imperative to sustain your credible reputation. With the advent of the internet, one wrong move could be plastered across the nation.
Ethics start at the top and trickle down. You may be the most ethical business owner in your county, but if you don't have an policy in place, your employee could have other ideas about the fine line that is sometimes fuzzy where it separates right from wrong. If you haven't done so, be sure to communicate your ethics policy to all employees.
When you review your ethics policy make sure you present a clear, professional message. It should relate not only to your employees but should filter through to the public. Make sure your employees are aware of the expectations you hold for them.
Establish a customer service program and train each employee accordingly. Make sure the program covers basic expectations on everything from telephone courtesy to handling dissatisfied customers face-to-face. Let them know that there will be days when they just swept the last chimney, descended the roof, are exhausted, and then the homeowner goes ballistic about something completely unrelated to their work. Assure them you will be there to help. Most importantly, make sure you are there!
Emphasize how customer complaints can create an opportunity for them to shine. Perhaps the homeowner doesn't understand something and just needs more education or an explanation. Or, maybe it's a very real problem within your own organization and the customer just "held the mirror up" for you to see. Ask them to treat each customer fairly, demonstrate sound business practices and strive to resolve disputes in a fair and expeditious manner.
If you advertise about prompt service or special offers be certain that your advertising is clear and concise. Deceptive and misleading advertising will hurt your business and reputation.
Let your customer make product choices based on value and pricing. Be careful about creating expectations that the product or service won't cover. Give them the good, better, best alternatives and educate them. Then let them make decisions based on their finances and the knowledge you've given them.
One of the most precious things a business can offer today is a credible reputation. You will get praises not only from your customers, but also from many internet sites, such as Angie's List. On the flip side, if your company doesn't take care of mistakes or problems, guess where your future customer base will hear about you? Anywhere the angry customer cares to complain and that could be all over the internet or to anyone who will listen. Always seek the high road. It's not always the easiest way, but is the ethical thing to do.
[Note: Lindemann Chimney Service received the Angie's List 2008 Super Service Award.]
Posted by Karen Lamansky, Director of Marketing, Lindemann Chimney Supply
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