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Brand consistency in times of change

ID-10078218When big changes occur at a small business, let's face it - things can get awkward. But no matter what is on the horizon for your company, it's imperative that you set expectations for your customers to ensure a smooth transition. Whether your business is merging or will be under new management or ownership, there are many ways to set your customers' expectations and create brand consistency in times of change. Here are a few simple tips:

  1. Introduce the upcoming changes gently. Clients do not like to be blind-sided by major shifts that affect how they do business with you, but if they start hearing about it far in advance of your "changeover" date, this gives them time to prepare and helps them feel more invested in the process. It also shows that you respect their time and truly appreciate their business.
  2. Reassure your clients that they'll continue to receive the same personalized service and that they still have the same contacts (if that's true). If they will need to call a different person for service, it's nice to offer an introduction call or meeting to formally hand off their account. This reassures the client knows that you are still focused on their needs.
  3. Answer your clients' questions. Think about the situation from their angle, and write down some questions that YOU would ask if you were on the other side of the fence. You can use your on-hold messaging to address those questions in an educational manner, and be sure to offer to personally answer any other questions your callers may have.

Do you have any other suggestions for ways to create brand consistency when things are changing? Let us know in the comments!

 

Image courtesy of mrpuen / FreeDigitalPhotos.net

Tags: marketing

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