your product from other clients. For
example, if you are a catering business,
your UVP maybe that you have a mobile
kitchen that enables you to cook on site
hence guarantee fresh food.
Involve them or forget them
Rather than just the products and services
that you render to clients, it is vital to
look beyond that and understand your
customer’s feedback. Involve them in the
activities of your brand and open lines of
communication to make it easier for them
to reach you.
It is also advisable to carry out customer
satisfaction surveys. This not only makes
the clients feel valued but also gives you
great insights on where to improve. You
can then make changes based on their
recommendations and communicate it to
them when it is done.
Do I give them the confidence
to trust my brand?
Many big brands like Coca-Cola and
It’s great that the
principles of com-
munication are uni-
versal and applicable
in all facets, but the
issue of really un-
derstanding what the
customer needs from
the products you
market is the paradox
that keeps me awake
other than where the
next job will come
from.
Unilever are constantly advertising. This
is not that people do not know them but
they keep reaffirming their customers that
they are still the best. This is because when
your customers trust your brand, they are
more likely to buy from you. Trust, also
enables you to command a higher price
because of the value envisaged. To build
confidence, however, you have to remain
consistent in your products, promise, and
messaging.
It’s a prophet’s game to win
Prophets do not just exist in the spiritual
world but you should strive to be one in
your industry. By being a brand leader or
expert, you are able to foretell the needs
of clients tomorrow. This is the trick that
many brands like Google and Facebook
are using to remain relevant in the eyes of
their clients.
Denis Mbau is Public Relations Consultant
working with Invest In Africa-Kenya. You
can engage him on this or related matters
via mail at: [email protected].
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