The other day I was in my local Bank of America branch to cash a birthday check from my aunt. As I waited in line (for over 15 minutes!), I couldn’t help but notice the large signs hanging above each teller station – “Get MORE with Bank of America!” Of the seven teller stations, only one was staffed. More? Hardly!
It was annoying enough to wait 15 minutes while one teller tried to take care of everyone (a misplaced debit card, exchanging bills for coins, ordering new checks – a close-up view of each customer’s business), but being told in huge, bright letters that Bank of America was giving us MORE was just plain insulting. And a good example of a total disconnect between messaging and actions.
Don’t say one thing and do another. It seems simple enough, but if one of the world’s largest banks can get it wrong, so can you.
Customers aren’t stupid. They quickly realize when you’re just feeding them a line. And they don’t like it.
They won’t usually tell you that they don’t like being lied to – they simply take their business elsewhere.
So take a close look at what you’re saying about your business. Touting your speedy customer service? Have a few people call in and time how long it takes to resolve their issue. Proclaiming the great value you provide? Do some comparison shopping to see how your prices and service stack up. Talking about your high-quality products? Check to see if any recalls have been issued. And if you find that your claims don’t match reality, fix it – immediately.
The longer you go around saying one thing but doing another, the more your credibility will be damaged.