Background Image
Previous Page  25 / 48 Next Page
Information
Show Menu
Previous Page 25 / 48 Next Page
Page Background

PCCA Journal|1

st

Quarter 2011

25

ers, tough times are when you need to do everything you

can to delight them. How can you bring more value to your

relationship if you do not understand the situation that your

customer is facing? You need to understand what changes

their businesses are facing, what shifts they are making with

their structure, and how the changing economic conditions

are affecting their operations. Your best customers represent

the best opportunities for your competition, as well. Build

the systems and structure you need to retain your

best clients and continue to expand their loyalty.

Obtain feedback from customers on the

importance of your value proposition to their

businesses. Ask them about your level of service,

delivered quality, and just about every other

dimension of your working relationship. Also,

ask them about the importance of those charac-

teristics to their businesses and their selection

processes. Find out if you are delivering tangible,

measurable value that your clients acknowledge.

If not, you have a problem; there is work that

needs to be done.

Many contractors do not have systems and pro-

cedures in their companies to capture real-time

customer feedback. At the end of the day, who

you are is defined by how the client sees you.

It is the client’s perception that counts. Client

feedback, value propositions, customer satisfac-

tion, and client service are integral parts of your

marketing effort, shaping how the customer sees

you.

Building solid processes for keeping in touch

with customers, even in periods where projects

may not be on the horizon, is important. Your

marketing efforts reinforce the value proposition

and assure customers of the value they expect to

receive from your organization. Customer contact

and marketing communications must fit and

reinforce value propositions in order to drive your

brand.

Solidify Your Brand

The flamboyant Richard Branson, in an effort

to build brand recognition for Virgin Atlantic

Airlines, launched a series of balloon adventures

across the ocean and then around the world.

While they had little to do with the airline

industry, these electrifying events represented a

way for Branson to get enormous press and recognition at an

early stage in the development of a start-up airline with only

a few planes. Branson was not trying to create the brand of

Virgin by flying balloons; he was trying to get recognition for

the then young brand of Virgin Airlines.

A brand needs a central vision. It must have the same un-

derstanding among all stakeholders to be effective. The brand

www.aevenia.com 218.284.9500 3030 24th Ave So. Moorhead, MN 56560

We are Aevenia, Inc., a premier energy and electrical construction

company. We offer a powerful bundle of services and back it up with 40

years in the energy and electrical construction industry. Every day, we

show our customers what it’s like to do business where trust, integrity,

efficiency and quality are principal values.

We are Aevenia.

The way energy moves.

TRANSMISSION & DISTRIBUTION

DATA COMMUNICATIONS

RENEWABLES

SUBSTATIONS

URBAN & RURAL TELECOM

POWER PLOWING & TRENCHING

ELECTRICAL CONTRACTING

Continued on page 26