As we scramble around with fewer employees working harder and doing more with less, sometimes we forget to communicate our mission to customers as regularly as we did during less stressful times. I think many organizations have left an opportunity untouched throughout this recession period.
I read a simple, handwritten note from one of our members that made me think about this. The note simply said, “Thanks for caring,” The irony of this simple message was that it was attached to a contract he asked me to review that could easily put this company out of business. On the one hand, I was pleased that we conveyed to this member our mission: that we care deeply about the business conditions and financial health of each and every member. On the other hand, I was proud that he was thankful and appreciative of the member services we provide.
Our members are faced with difficult business challenges every day. Yet, during those difficult times, a simple note, statement on the website or any communications with your customers should convey your mission. Ours is to care about the business health of our members and to be a resource to improve profitability. Yours should be to take care of your customers and service them in a way that improves their bottom line.
Is your mission constantly visible and understood by your clients? What things can be done to make that happen? It may be as simple as training your staff to show appreciation to your clients every time they are in contact with them. It may be that every email, every letter, every statement or newsletter conveys your mission and lets your customers know that you do care about them.