Creating a Positive Public Perception ...
And Protecting It
Every business, no matter its size or service offered, is reliant on positive public perception. As someone working within the mortgage/real estate industry, I'm particularly aware of this being true.
Data proves ... vast amounts of time, effort, money, and attention are given by businesses to honing a positive business brand. To that purpose, businesses strive to provide quality products, services, and customer service, as each is integral in creating a positive public image. Hone (and earn) that positive public image and your company will probably find success. Or at least you have a better shot at it.
During this last week, the topic of public image ... public perception, and its importance ... came to the forefront of my attention.
My wife and I had the opportunity to celebrate our recent 40th Wedding Anniversary by taking a long-awaited vacation. We'd wanted to do something special, something different to mark the occasion, so we'd booked a train trip on Amtrak.
Never having traveled via train before, we were a bit anxious. But all fears were calmed as we were met by our porter prior to boarding the train. Throughout our journey, our porters were attentive, helpful, and cheerful.
The dining car attendant provided us entertainment. He delivered his messages and meals with a comedic flair. The other train employees were stellar as well. They had a ceaseless supply of energy and were always willing to assist us.
Other passengers shared that they had much the same impression. Their perception of Amtrak and the trip was very good.
That was until ...
Towards the end of the trip, the train experienced mechanical troubles with the second locomotive. It was determined that an exchange of engines was needed. That exchange set off a number of issues.
Power went out on the entire train for a period of time. There were, of course, delayed arrival times as a result of the problems. Appointments, reservations for car rentals, hotels, meetings, timed pick-ups by businesses, families, friends ... all were affected.
Still, it was not the actual breakdown of engine equipment ... or the resulting issues arising from it ... that ended up upsetting us and the other passengers. It was the silence emitting from Amtrak itself.
There was no real apology given for the problems and delays. No true recognition that they had created issues for their passengers. No solutions offered that might assist them.
The lack of empathy was the real issue that rankled. Not one train employee acknowledged the issues in any way. The perception became, Amtrak didn't care. And that changed everything.
If only Amtrak had shown some concern. Had said the right thing. Provided some suggestions to its passengers. Had some helpful information available. Offered some sort of assistance. Something. But they did not.
All the goodwill ... all the positive image created ... all the positive perception that had been so carefully crafted and built over the previous day and night by their employees was erased by the actions (or non-actions) of Amtrak at the end. Poof! Gone.
It would be naive to think that problems aren't going to arise at times, even in the most carefully thought out and planned ventures or services. As a business, it's important to plan and prepare for those instances.
Above all, businesses and business people need to show that they care about the well-being of their customers. That they're the main concern.
They need to try to assist them through the difficulties. Make an attempt to correct the issue or offer some solutions. Hold their hand. Even if the problems that arise are not directly their fault. It's the right thing to do, but it also makes good business sense.
At least for the passengers on this specific train trip? Amtrak's public image is currently not a positive one. Many we talked to stated that they would not be using them for future travel or recommending them to others. That's truly sad because the other aspects of Amtrak's service (and the trip itself) were good.
As a Mortgage Originator and businessperson, this experience really struck home. It reinforced my beliefs concerning how I should treat my own customers and conduct my business. And it also reminded me how quickly damage can be done to your reputation and the perception the public has of you and your services.
There simply can be no inconsistency, no wavering in my efforts to provide good service or the building and maintenance of my business reputation and public perception. From beginning to end, the "journey" with me and my services must be a good one.
Anything short of that just won't do ...
I'm easily found at:
Gene Mundt
Mortgage Originator - NMLS #216987 - IL Lic. #031.0006220 - WI License 216987
American Portfolio Mortgage Corp.
NMLS #175656
Direct: 815.524.2280
Cell or Text: 708.921.6331
eFax: 815.524.2281
Gene Mundt, Mortgage Originator, an Originator with 40 years of mortgage experience, will offer you exemplary mortgage service and advice when seeking: Conventional, FHA, VA, Jumbo, USDA, and Portfolio Loans in Chicago and the greater Chicagoland region, including: The Lincoln-Way Area, Will County, (New Lenox, Frankfort, Mokena, Manhattan, Joliet, Shorewood, Crest Hill, Plainfield, Bolingbrook, Romeoville, Naperville, etc.), DuPage County, the City of Chicago, Cook County, and elsewhere within IL & WI.
Referrals are Greatly Appreciated and Welcomed!
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