“DETERMINED – to do our best to get back to you when we say we will”
Believe it or not, and I still can’t believe it, at the moment there are billboards and advertisements all over the country with this statement for a leading bank. Now, lets translate this into what it really means, “we will do our best but we probably won’t get back to you when we say we will.”
To me this is pretty much on par with “we will do our best to make our food edible” or “we will do our best to land the plane in one piece” or “we will try to be good at customer service but hey, whatever.” What do all of these statements lack – CONVICTION?
There is do definite, strong, power statement that inspires absolute confidence. Imagine if the bank said – “No if’s and certainly no but’s – we absolutely guarantee to get back to you when we say will will.” It certainly sends a much strong message don’t you think?
Why on earth can’t you guarantee to get back to someone when you say you will? Now I am not saying we don’t all get this wrong from time to time, but if you are going to make a claim in your advertising make it big, bold and something for your organisation to live up to.
Today’s modern consumer can smell insincerity a mile away. We are a cynical bunch and we have all sat through enough elections to tell false promises when we see them. The moral to this story is that if you are making a claim that you really don’t believe, your customers and potential customers will see through it in a heart beat and your organisation will lose all credibility.
So there are two options here. Either tone your big, bold statement down or actually change your organisation so that it can live up to the claim. I actually think the second option is much better.
In the meantime, look through your advertising, your website and in fact any information to do with your company – are you making a bold claim that shows a high level of commitment to your customers? If you don’t have a statement make one up. Then be absolutely, positively certain that you can live up to it.
Believe me, this makes a huge difference to your customers, your staff, your suppliers and pretty much anyone else who comes into contact with your business.
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