Why building a firm's reputation is about what you do, not what you say
The old adage that first impressions matter is still true, says Vicky Crichton
To survive and thrive, businesses need to attract both new customers and talented and motivated staff. But what helps to do that?
Of course, marketing and recruitment campaigns have a part to play, but the thing that really makes a company stand out to potential customers and employees is its reputation. That is, how does the organisation act and what do people say about it.
The old adage is true that first impressions matter. If a new customer feels listened to and understood and gets clear information about the service you’ll provide for them, the chances are they’ll respond positively. That’s even more important when someone comes to you at a difficult time, when they’re already feeling vulnerable. Legal services are very often acting in this space, helping people in the most difficult of circumstances.
Then having services that live up to that promise is crucial. If you offered a personalised service, does it feel like that to the consumer? If they’ve been attracted by clear costs, do you surprise them with additional bills along the way?
The biggest reputational risk is people feeling a gulf between what you say and what you do. So being clear at the outset can help avoid misunderstandings later. Make sure your marketing doesn’t get ahead of what your business provides. If necessary, underpromise and overdeliver. You’ll get the plaudits and avoid the risk of overreach.
Crucially, if something goes wrong – and things do, inevitably, from time to time – do you deal with it well? Do you acknowledge mistakes, respectfully explain misunderstandings and help get things back on the right track, or do you react defensively?
These are the things that really matter to customers and that break their trust when they go wrong. We often see people who feel deeply let down by legal services providers they trusted in their hour of need. Whether justified or not, that heartfelt concern will come out – at your staff, to their friends and family, even online.
And that hits a business’s reputation hard, because what people say about you matters. Word of mouth still drives much business recruitment, whether that’s from trusted sources or online reviews. That’s true for your customers, and it’s also true for attracting staff.
If your team feels valued and supported, they’ll tell people it’s a great place to work. That recruitment advert is better than anything money can buy and will help you attract great people to help keep your business building.
And like your customers, that support is most keenly felt in the hardest moments. Do they feel supported to live up to the promises the business makes to its customers? How did you treat them when something went wrong? What was in place to help them manage a difficult complaint from a customer? Is there a safe space to discuss concerns and seek help when they need it?
Reputations are hard to build and crumble easily. But your team and your customers will happily play their part in helping you to build, if you give them the right tools to do it. Reputation building isn’t what you say in your adverts or on your website. It’s what you do all day every day delivering services your customers will want to recommend and your team will be proud to sell.
Vicky Crichton is Director of Public Policy, Scottish Legal Complaints Commission