I worked with a computer distributor who was selling the same products with the same bells and whistles as everyone else in the computer business. In discussing how they differentiated their offerings from others who sold the same products at the same prices, they told me their best differentiator was the person who installed the computer system, who decided to gently place it, not slam it down, on the customer’s table. Their mission statement reflected their attitude: “Our sustainable advantage will come from our people.” Put another way, “Our sustainable advantage will come from our first customers delivering the WOWEDFactor to our external customers.”
A company can spend many dollars on advertising, décor, mission statements and brochures. The ultimate influencer of service image, however, is the company person you’re dealing with. Do you know anybody who walked into a place of business, looked at the company logo or decor and said, “Wow, that looks great, I’m going to become a customer for life”? I’ve seen a lot of mission statements and can’t recall one that read, “Our sustainable advantage will come from the colors we use in our brochure.”
Firestone
firestone@wowedamerica.com
314-863-4000
