Own It

Take a look at the full-page ads from Wells Fargo in the newspapers these days, titled “Moving Forward to Make Things Right.”  It is apologetic, promising that the bank is dedicated to its customers and lists the many actions they have taken to earn back the public’s trust.

And it’s signed not by a person – but a website address and a phone number.  Unbelievable.  How credible is this apology and commitment when the leadership isn’t willing to put their name to the promise?

Contrast this with a full-page ad from Samsung, apologizing for the safety issues with their Galaxy Note7 and top-load washing machines, and listing what they are doing to make amends and prevent future issues. This letter is signed by Gregory Lee, their President and CEO.  Much better.  It’s so much more credible when a CEO stands behind their apology – much more than a nameless, faceless website address.

Are you making the same mistake when you send out letters to your customers?  I’m especially referring to your systems generated correspondence that shares important information with your customers.  Good or bad news, do you sign the letters “Customer Service” orAccounts Receivable Department?”

For locally owned businesses and financial institutions, communications signed by departments flies in the face of your message of friendly neighbors serving neighbors.  Be true to who you are – and stand behind your communications. In other words, “own it.”

If you need advice in what to say and how to say it and “own it” – contact me at 303-795-3539 or lauren@oconnellconsultinggroup.com.

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