Who is talking to your customers and what are they saying about the integrity of your business?
The fifth of the five critical considerations in helping the people who communicate with your customers is as follows. And by the way, there aren’t just five!
5. Does your business have a reputation of being honest, ethical and trust-worthy? There are several levels to which this applies. First, there is the company’s reputation in the market. Have there been any corporate scandals that your PR people have had to overcome? How have you trained your representatives to respond to questions about such incidents? Are your people prepared to get negative input from customers? What is the leadership of the business doing to heal the organization and the employees?
Second, in everyday transactions with customers there is a chance to do the right thing, to keep everything on the up-and-up, to make money and have an ethical business. If you tell a customer that you are going to do something, then do it. If you promise a customer a specific price then stand behind the promise. If you offer a service guarantee then live up to it and give what you promised.
The leadership team of an organization will set the ethical standards for their representatives. If the leaders make statements against the customers and set a negative internal climate, then the employees will become part of that culture and absorb the negativity. Business leaders should clarify that the only reason their organization exists is for their customers. If that isn’t clear, your representatives may head off in the wrong direction.
Business ethics should be taught to the representatives of your business. And remember leaders, it is necessary to practice what you preach.
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