I promised in an earlier post that I’d be writing on the topic of consistency in your business management. Consistency is such a key value for my company. It means ensuring that we not only are giving our clients an incredible experience, but that we are able to replicate that experience for every single client that we serve.
I think the biggest reason that consistency is so essential is that it builds trust on the part of our clients. When you run your business using a system that treats every client equally, you never have to worry about one client feeling less important or less valued than another.
Consider this: you’re a photographer, you hit it off really well with one of your couples, and decide to take them to dinner for their initial consultation. You spend two hours laughing and swapping stories, and they ultimately book your services and are thrilled. You give them a special discount for being so wonderful, you respond to all their emails within minutes because they’re so fun to talk to, you blog about their engagement session and promote it (and the loveliness of the couple) all over social media, and, after the wedding is complete, you bust your behind to turn their images over lightning-fast because they are going to be so incredibly happy. Sounds like wonderful customer service, right?
So of course, the couple is over-the-moon thrilled, and takes to WeddingWire, Google, Yahoo and Yelp to wax poetic about how amazing you are. They detail every kind thing you did for them, how generous you were to give them a discount, and how special you made them feel. Still sounds great, doesn’t it?
The problem is this: suddenly, your completely ordinary, not-so-fun couples who received the “regular” consultation, whose questions weren’t answered so quickly, whose photos didn’t warrant much public acknowledgment and who didn’t get their photos back until the normal, contractually-outlined time are bound to be awfully jealous. This, too, may be included in a review at some point.
This is obviously just one example, and probably an extreme one at that. My point is that creating a consistent experience for all of your clients — something you can realistically deliver to everyone — avoids the problem of anyone feeling cheated or overlooked, while still receiving the service they deserve.