Your business story is a promise you must deliver on.
A story is more than just your About Us Page. It needs to be part of every communication and action. Think of it as the base of your soup. You can add all sorts of things that will alter the flavor slightly but deep down it should still be the same base and this base should be communicated to every member of your staff.
Boil it down to the simplest of terms.
Then make sure your staff knows:
Our story is about …”superior customer service.” ….”best quality on the market”…”fastest delivery time anywhere.”
Knowing your story with help your staff make decisions that benefit the business and the customer.
When Stories are Just That
My windshield had a crack in it. Coincidentally, I was at the mechanic. A glass company approached me to fix it. I scheduled an appointment. They failed to give me a card. I failed to ask for one.
On my scheduled day of service it poured all day. I had no way of contacting them. I went to their website for contact information.
They boasted about excellent customer service and a worry-free process. I called the number. It was a personal voicemail, recording in an unprofessional way. I hung up and double checked the number.
I reached out to the mechanic, who tracked down the person who signed me up. We rescheduled for the following week. No suggestion about how inclement weather should be handled. Nothing but an appointment.
The next day, as I worked from home, the windshield guy showed up. According to my calendar, he wasn’t due for 5 days.
They assured me they would take care of all insurance claims (remember the worry-free process claim?). Two days later I realize they filed the claim but forgot to give my insurance company any details on their business, leaving me having to provide all of the information anyway.
While things turned out fine, albeit a little aggravating, my experience does not match their story of great customer service and doing it all for me. Because I don’t believe their story, and marketing claims, I don’t trust them and will most likely not refer friends there.
If you want your business to excel, and receive word-of-mouth referrals, you must make sure your business story resonates throughout the entire customer experience.
If not, it’s just creative writing.