Business Names - What do the customers think?

Business Names – What do the customers think?

Posted 25 Jun 2009

Asking the Customers their opinion?

Maybe one of the most forgotten steps in any business naming or change of naming a business is the customer. All too often we get caught up in our little piece of the world to stop long enough to ask what the customer sees as the perception of our business, its name, its product or service and also asking them for referrals (another subject)

At a breakfast meeting the other day, a professional business had re-branded to move into a similar service. The move had been planned and the business platform was now established, but they were lacking the growth to fill up the platform. Most of the discussion evolved around marketing and client management which is correct, but no one had actually been back to the customers to ask them what they thought of the new business branding, the service levels and also what they thought the new branded business actually offered as services now? (Don’t ask them for referrals either, you will grow too fast!)

From the discussion (and without talking to the customers), there seemed to be a doubt as to whether the existing customers actually cared about the branding (they were after the same or improved service levels) and were they really aware of the extra services now offered?

Our suggestion was to get back and ask your existing client base about their perception of the business and then hang onto the ride. Follow that up with asking for 3 referrals off everyone and hang onto the ride!

More shortly. John Burkhardt – Amplio Business Solutions

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