Promote your organization's image as a provider of high-quality services when you need to improve community perceptions of your services or introduce an improved program. Expect that changing community perceptions will take time and persistence to achieve.
Communicating a new program to clients.
Let customers know whenever you have changed your hours, location, use of space, or pricing policies, or have introduced personalized, improved care in order to address past problems and clients' suggestions. This will communicate your sensitivity to your clients' needs and preferences and your continuous dedication to improving your services for them. Offer clients written promotional materials, and suggest that they spread the word.
Speaking directly to clients will give them specific language and points that they can use in making personal recommendations to others. Requesting recommendations is often forgotten and can be difficult for staff to do, but organizations that have requested clients to be an active part of their promotional activities have often found that this gives clients a sense of being an important part the organization's mission. By pointing out quality improvements to clients, you help them to recognize their wise choice of providers, feel proud that they took control of getting their needs met, and be confident that they can recommend your services to others.
Speaking directly to clients will give them specific language and points that they can use in making personal recommendations to others. Requesting recommendations is often forgotten and can be difficult for staff to do, but organizations that have requested clients to be an active part of their promotional activities have often found that this gives clients a sense of being an important part the organization's mission. By pointing out quality improvements to clients, you help them to recognize their wise choice of providers, feel proud that they took control of getting their needs met, and be confident that they can recommend your services to others.
Bringing clients to the business. For infrequent clients, potential clients, or referral sources, try techniques that expose them to your facility and show them the specific ways in which your services have improved. Use such techniques as:
- introductory offers for free or reduced-cost visits (for clients);
- temporary free services or inexpensive gifts (for clients);
- tours of your facility and staff introductions (for clients and referral sources);
- open houses that familiarize visitors with the quality of your services (for clients and referral sources).
The box that follows presents other low-cost techniques for sending your messages out.
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