Managing the Little Things

Brands exist in the heads of consumers.  They are the net impression of all the interactions, exposures and experiences the consumer has.  That's why "little things" count when building a brand.  It's been said "how can you trust the reliability of an airline when the tray tables are dirty?"  Cleanliness, consistency, staff appearances, graphics, advertising "tone and manner" and much, much more contribute to the totality of the brand.

Unfortunately, managers often overlook the little things and the result is a less-than-perfect representation of the brand.

I was in a pharmacy which has a "minute clinic" that displayed this sign:

This clinic will close at 3 p.m. today due to staffing.

We apologize for the inconvenience this will cause you.

The closest MC is Moilili 2470 South King St. 96826

Please call 1.866.2727 for questions. 

Now, that may not seem to be totally out of whack, but it is sloppy and with a little oversight it could be much better.

For instance ...

"Will close at 3 p.m. today due to staffing."  I assume what they really mean is that the closure is due to lack of staffing.  They're not closing because they have staff.  And, really, do you need to cite the reason.  Perhaps just say, 'for reasons beyond our control ... " or something similar.  The staffing mention tells me that they haven't hired enough people.  Do I trust them with my health?  Would a "real clinic" in an urgent care facility have a lack of staff?

"We apologize for the inconvenience this will cause you."  "Will" is a pretty strong word.  "May" is better in this instance.  And, by the way, if you are inconveniencing your customers, wouldn't it be a good idea to compensate them for the inconvenience?  Maybe provide a coupon or a discount on a future visit.

"The closest MC ..."  Ok, employees, you know what an MC is, but would it hurt you to spell out "Minute Clinic"?  So often employees use jargon and acronyms that the customer may not be clued into.

 "2740 South King Street 96826."  Does the zip code need to be here?  Is the customer going to mail something to the other clinic?? 

"Please call 1.866.2727 for questions."  Wait a sec.  I'm calling them for questions??  I don't think so.  I have the questions.  I'm making the call for more information.  And, by the way, what are the odds of getting information about a local store closure from a toll free number?  Perhaps a better strategy here is to say "If you have questions about our clinic's availability, please see the manager at the customer service counter."

Whew.  A lot of little problems in modest little sign.