Which company would you say has the best customer service in the world?
For me, only big names come to mind. Amazon, Fedex, Starbucks, Apple, Target; all these companies are seen and valued as great empires that run the United States, and to some extent, the world. Customer service has become a major facet of how people judge businesses today. Within customer service, lies it’s core foundation, trust. When people trust a brand, they use it, recommend it, share it, and more importantly, like it.
When we discuss branding, one of the simplest and most relevant examples would probably be corporate presentations. The way quality with which one presents their company to others is the level to which their branding valued. For that very reason, being able to understand and recreate the important aspects these trusted companies currently use will be invaluable to any executive.
We decided to take a crack at it and analyze the consumer survey created by Entrepreneur and The Values Institute at DGWB, a California-based think tank, which explored this very issue. The results are an analysis of 5 of the top 10 most trusted brands.
Simple & Personal: Amazon
The tycoon online retailer of just about everything comes out on the top of our list. Amazon’s success doesn’t root from the millions of products is manages, the unlimited and 24/7 access its offers, the great quality search filter it holds, or the shockingly effective and satisfying customer service it is compromised of. Amazon is best the because of its superior purchase experience. People love things to be easy and to be treated well; two things Amazon does beautifully well.
>Additionally Amazon is arguably best at fostering relationships with consumers by helping them make decisions through recommendations from other people. “People are able to choose items based on other consumer’s past purchases, user reviews and ratings and suggested complementary purchases. Consumers also have many options for forging a personal bond with the brand, including user profiles, reviews and ratings.”
So if there is anything we should learn from Amazon, it is to make things easy and personal. This is especially true for your professional PowerPoint presentations. You must be able make things easy to understand while allowing your audience to relate to you in a variety of ways. Tell a story, show emotion, show an inspiring video, or just do something that will invoke emotion from your audience and consequently more sales for you.
Customer Appreciation & Accountability: Fedex
FedEx has designed and more importantly, maintained one of the strongest corporate identities around. In the aforementioned consumer survey the company “received its strongest ratings in ability, specifically for being able to achieve what it promises and for the efficiency of its operations.”
Try to remember any of the recent Fedex commercial spots on TV. They all show a strong focus on recognizing that it’s not just about the logistics of moving boxes, but about an appreciation of what’s inside. The content, the story, the emotion, to a simple point, the meaning each box has. This is the main point. Fedex does a phenomenal job at showing their value for their customer and
“To further deliver that message, FedEx engages with consumers through its personalized rewards program and by interacting on social media channels.” The company thinks of their customers as much more than just an order number or box, and they show that in their branding and marketing, and that is true customer appreciation.
With regard to your corporate presentation, use the same idea. Highlight how you show customer appreciation and make clear that you hold yourself, and no one else accountable for your quality.
Be Product-Centric: Apple
Not many companies have the public and press waiting in line, for days, waiting breathlessly for each new product release. “The bottom line is whatever that new Apple product is, consumers trust that it will be smart and sleek and that it will improve the way they communicate, work or spend their leisure time. What’s more, they’ll enjoy the experience of making the purchase.”
Even more, Apple is known to hire empathetic people, and not measure their sales associates on sales. This at first seems absurd; almost every other retail store in the world wants good salesmen and will create a competitive environment to weed out the weak. Apple knows that its product is so well liked, that it can sacrifice the competitive edge between its sales associates. The only factor that allows them to be so confident in their product, its that they put so much focus on it, and they make sure everyone knows that.
Wrapping up
In short, today’s most trustworthy brands have created relationships with consumers through experiences that trigger a visceral and amazingly effective response. Quoting the aforementioned consumer survey results analysis by branding consultant Jim Stengel, “We’re seeing more of an emphasis on brands building emotional relationships with consumers because it’s powerful and it works. When you do it, you have a much stronger affinity, a much stronger business, much stronger growth and much stronger results.”
It doesn’t just come down to you making your have better customer appreciation, accountability, or product-centricty, it comes down to showing that your do these things. What easier way to show these things than through your next corporate, sales, or marketing presentation. Be transparent, be clear, and show your customers, partners, and the world how you do things, in return you might just be the next one on this list.
READ MORE: Secrets of the 10 Most-Trusted Brands – Entrepreneur
