Recently we have witnessed a number of organisations re-branding as a result of a merger or takeover, and more is yet to come. But does this mean that we will see a change in the service culture of the new look organisation? The truth of the matter is MAYBE NOT!
We advise our clients to clearly establish why the service or product is being changed - so far as prospective or existing clients are concerned - before creating or advertising a new brand. We call this, the "Why should I?" test. For example:
- Why should I deal with your organisation?
- Why should I increase my dealings with your organisation?
- Why should I switch from my existing supplier?
These questions, albeit simple and obvious to most marketers, are often not answered well during the re-branding and transition phase. One could safely assume that the reason they are not answered properly is because a proper answer would necessitate a review of the service attitude and culture of the whole organisation, making a re-branding exercise look like child's play in comparison. This step is often left out of the process so that we can save time and get back to selling.
We often ask our clients to test themselves on the MGF Consulting Group's scale of "five drivers", which is used to create a service culture that gives the new brand name a real meaning and, above all, differentiate it from the past (and the rest). They are:
- Are our employees approachable and trustworthy with customers?
- Do we make it easier for customers to do business with us at every contact point within the organisation?
- Do we provide a better service and product that customers can trust and rely upon for better results?
- Have we developed a better way for our customers to understand the complex issues in our service delivery?
- Have we vastly improved the way we do business and therefore the way in which we will manage problems that may arise?
These simplistic but culture-changing questions need to be given substantiated answers. Failing to do so simply means that we have renamed an old model and ignored the problems that may lay beneath.
Consider when Michael Schumacher drove his Ferrari to a 10th grand prix win in one season. The service and culture of his team was reversed from what it was two years earlier, but the brand remained the same.
Author Credits
Max Franchitto is the Managing Director of MGF Consulting Group; Sydney Ph: (02) 9873 4111: and Adelaide Ph: (08) 8233 5933; Web Site www.mgf.com.au; MGF Consulting are experienced professionals in Marketing, Service management (CRM) & Distribution channel management, highly skilled at maximising the potential of your existing strategies and resources. Should you wish to discuss how MGF Consulting can help your organisation with its Customer Value and CRM challenges, simply email at http://www.mgf.com.au/contact.htm. By clicking on the http://www.mgf.com.au/expert.htm you can view the project management services MGF Consulting can offer your organisation.