2C | M ARCH 2020 | SIUSLAW NEWS CAREERS & EMPLOYMENT GUIDE
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Insisting employees address customers in a formal and respectful tone is one way for a business to improve its image.
How to improve your company image
M
any people are familiar with the
conventional wisdom about first
impressions. When you only have one
chance to make a first impression, it’s a good
idea to make the most of that opportunity. But
not every first impression inspires fond
memories, and while erasing a bad first
impression might be impossible, that does not
mean a second impression can’t trump its
predecessor.
That’s especially true for businesses.
Businesses typically experience a few
stumbles out of the gate, and sometimes
those stumbles coincide with a customer’s
first encounter with a business. When such
encounters hurt a business’ image, a business
owner can employ various strategies to
restore that image and increase the likelihood
that future interactions with customers go as
smoothly as possible.
Look the part. A T-shirt and flip-flops may be
your ideal outfit, but such attire is rarely
appropriate in a professional atmosphere.
First-time customers who see employees
decked out in less formal attire may feel the
company also takes a lax attitude toward its
work, so avoid fashion that might give the
wrong impression.
Prioritize positive customer service. Many
businesses suffer from bad word of mouth
that’s spread when past customers share
horror stories of negative experiences with
company employees. Such a problem is
easily remedied by prioritizing customer
service. This includes emphasizing that
those who answer the phones always
address customers respectfully and, when
responding to emails or engaging in online
chats, write professional responses that steer
clear of informal language. Customers often
understand that a product may malfunction,
but poor customer service is inexplicable and
will reduce the likelihood that a customer will
become a repeat customer.
Commission a better website. Today’s
consumers often rely on the Internet to
connect with a business. Consumers may
want to peruse a restaurant’s menu before
booking a reservation or view a retailer’s
online catalogue before walking into the
store. A good website can be a tremendous
asset to a business, while a bad website can
drive customers away before they spend
so much as a dollar. A good website is
informative and easy to navigate. Restaurant
owners should include some photos of their
establishment on the site to show customers
the type of ambiance they can expect when
dining. The site’s URL should include only
the name of the restaurant, which makes it
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easy for potential customers to find the site
when using a search engine. If the name
you prefer is already taken by a similarly
named establishment in another region, then
include your state or city in the URL, such
as JoesPizzaNY.com. If you are not skilled at
building websites, hire a professional firm to
build the site for you. Such an investment will
likely pay for itself sooner rather than later
and will increase the chances that customers’
first impressions are good ones.
Establish a social media presence. Another
way to rehabilitate or improve a business’
image is to establish a social media presence
that connects the business with existing and
potential customers. Use the various social
media platforms in different ways. A Facebook
page can explain the history of the company,
while Twitter can be used to alert followers
to special promotions or events. Social media
can also be used to solicit customer feedback,
which can be used to ensure you are meeting
your customers’ needs and adapting to meet
those needs when necessary. A business that
listens to and actively engages its customers
is more likely to have a positive image than
one that does not, and social media can be
the tool businesses use to connect with those
customers. A poor first impression can be
difficult to overcome, but companies can take
several steps to regain consumer trust.
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