Some time ago, I ordered some business cards from Moo, an online print shop. They pride themselves in their quality of work, and have a lot of fun doing so. After receiving my business cards, I noticed that the graphic was not centered. It wasn’t off enough that I was going to throw them away, but it was noticeable. My spouse even, without any prompt from me, mentioned that the graphic was not centered.
One day after I had received the business cards, I got an email asking what I thought. I gave it a 6/10. The paper, cut, and ink were high quality, but I couldn’t get over the fact that it was not centered. The review had no comment or complaint, just a simple marking of a 6 out of 10 rating.
Within the hour, a rep (real person) reached out to inquire what happened. I explained what was going on and provided a screen shot. The rep went above and beyond and made it right. Six out of ten is not acceptable for Moo. They have guiding principles of quality and personalized customer service. Because of the experience, I will never print (if possible) with another shop.
Who you are and what your company stands for shows the most when something goes against a guiding principle, and then the company fixes it. Every company will make mistakes. It is not about how perfect your company is… it is about how far you company is willing to go to uphold the guiding principles.
When a company seeks awareness, they are able to maintain a proactive position in upholding their guiding principles. Essentially, they can better control the narrative that that public sees.
Awareness can only be achieved by having access to real time reports and responses from your clients. Those reports create a baseline that allows the company to compare reported direction with the future direction or vision.
The business that is aware is the business that appears to care. Caring leads to a connection, which is what we all want in the end.