Tangibilizing Your Company's Offering

In being a service predominant company, especially in IT, there can be a limited amount of tangibility offered to customers. Why does this matter?

Tangible clues provide direct evidence as to how the service is going to be for a customer. Don’t believe me? Compare the last experience you had in a 4 star restaurant vs. an old Hardees. Aside from the service itself, there are many differences in the setting such as the quality of the silverware, the seating, and also the bathrooms. If you went into the bathroom and noticed it was well kept, higher expectations will ensue for the service, now if it is the opposite and your sifting through sewage water- well the expectations will likely drop.

So where am I going with this? Well if you want your customers to have high perceptions of your business, give them solid tangible clues.

Here are some brief examples of tangible objects to keep updated:

• Brochures- Don’t spare expense with objects such as brochures- Keep them updated for customers
• Your Website-Your Company is as good as its website, remember that.
• Handouts- Whether it is mouse pads, t-shirts, or mugs. Have some promo materials to hand out to clients.
• Documented Service- Provide customers with a clear diagram of where your time is spent in delivering their service
• Clean Bathrooms- You get the idea

 As obvious as these may seem, many business owners lose sight of the experience they put their customers through, and all the aspects which can affect their overall perceptions of the experience. So in this case, sweat the small stuff, improve them, and benefit with more satisfied customers.