How important is brand image for customer service?

Business Insights

If you want to stand out from your competitors, you must ensure that the way you portray your brand to the public is equipped with personal advantage — what makes your business unique and why should consumers choose you?

Brand awareness is one of the most significant factors that contribute to the successful running of a business. You want to make a great first impression that will last if you have aims to increase your consumer base and become a thought-leader in your sector.

From organising team days out to intense training sessions, there’s a lot you can do to improve your overall business.

When it comes to developing your brand image, there are some methods that you can follow no matter what sector you operate in — unifying the brand is something that every business can do and generate positive financial results off the back of it. From retail and hospitality to manufacturing and tech, there’s always room for improvement regarding both your own staff and customer retention.

Your customers standpoint

If you don’t focus on the level of customer service you offer, it’s likely that your competitors are miles ahead of you in terms of consumer retention. According to some studies, 76% of adults in the UK have stated that a positive customer experience is more important than the product they originally intended on purchasing. Although you should also be prioritising the quality of your products (to reduce returns and negative reviews), you should be constantly reviewing your current customer service methods and continually think of ways that you can improve the overall service.

If you think that you can’t improve your customer service processes, you will be mistaken — as there’s always new methods that you could introduce to your operations to streamline the business for staff and experience for shoppers. Figures around this topic also suggested that 80% of businesses already believe that they deliver a superior service to their consumers – but only 8% of shoppers actually agree with this statement.

As a result, you must do your best to offer a great service and make an incredible first impression. Apparently, 48% of customers will become loyal after their first purchase so this is something you can’t afford to miss out on. Not only that, but if you’re looking to increase your consumer acquisition rates – this is a good avenue to go down. 84% of people make a purchase because of a referral; so if your first impression is worthwhile, it could lead to additional business.

The road to follow as a business

One area that you should look in to is uniforms, as they’re essential to your business. You need to ensure that your employees are identifiable to customers and this can only be achieved by designing a uniform that stands out; while catering to each type of individual that works for you (considering religions etc).

If you allow your staff to dress casually to work, you’ll spend a lot of time monitoring what they wear which will undoubtedly have an impact on finances. Tailored uniforms will represent your business – so you must design them in the correct way and prioritise employee comfort to ensure you receive the best delivery from them.

Other focus areas for your business should be skill development, as this will keep your staff in tip-top shape when it comes to interacting with customers. This should cover ways that they interact with consumers of all kind (race, religion, disability) and offer the most efficient service possible to show that you’re a reputable brand. On top of this training, you should also make your staff aware of any new products or services that you begin to offer so that they can give customers all of the information that they require.

There are other areas that you should consider looking into more, as this will allow you to develop a greater strategy for the new year. Research has suggested that customers will spend up to 13 minutes in a store — so it’s important that you deliver an exceptional service. Queues are notoriously long here in the UK and can be the biggest contributing factor to a customer’s walk-out. To combat this, why not look at queue management software and point of sales service?

Customer service is crucial to the success of your business, so it’s something that can’t be ignored. Put the right procedures in place, treat your staff well and you will reap many benefits.