Can your brand continue to deliver on the promises it has been making? Even during these unprecedented times? Even in the best of times it is hard to keep your brand consistent and trustworthy. It is a daily battle. In a huge recent survey done at Gallup, it seems that keeping promises and delivering what you promise has never been more critical to your survival. The following is taken directly from the recent Gallup research:
- Of the almost 18 million customers Gallup has surveyed, only about half strongly believe that the companies they do business with always deliver on the promises they make. That massive study makes it clear: Delivering consistently on a brand promise is not easy. The disruption seen in the first two quarters of 2020 made it even more difficult.
- Gallup analytics shows that engaged customers represent a 23% premium in terms of share of wallet, profitability, revenue and relationship growth over the average customer.
- Getting clarity on your brand during a crisis requires an assessment tailored to the moment. Start by asking yourself these questions:
- Brand essence: In what ways is our brand staying true to our purpose? What specific elements of our core brand do customers value more during challenging times?
- Brand drivers: How do we want our brand to reflect the best version of itself? What is our brand being called upon to deliver to the world, to our customers and to the communities we serve?
- Service values: How is our brand delivering on what our customers want right now? How do we deliver on customer experiences consistent with our brand promise in this new reality?
- Gallup’s advice is to be creative, not innovative. Launching a whole new product or service during a time of crisis may confuse your customers and overwhelm stressed employees. For most organizations, now is the time to stay in your comfort zone and focus on consistently delivering on the promises you have already made to your customers, adapted to their current reality.
- That was tough enough even before the pandemic — only 27% of employees strongly agreed that they always deliver on the promises they make to their customers. But keeping your brand promise now is one of the most important things you can do to show you value your customers, no matter what disruptions may come.
-Written by Kevin Sawyer