Reputation

"Reputation" is a direct borrowing from Latin. Etymologically, it means "what is thought about ", from the Latin "re" and "putare". Reputation, like Trust, is a precious treasure. As with any other treasure, it can squandered or protected, invested in, burnished or destroyed. And, in today's flat-world, dominated by social media your "reputation" not only is on the line 24/7 each day, at each touch-point across your organization, but the "Risk" associated with the slightest "wrong step" no longer can be isolated and contained.

Today, as never before, your company's reputation, brand, image, and customer experience are inextricably linked together. Customers are defining your performance and their own "receipt of value" at each and every touch-point. Have you measured how your own customers see you of late?

One company that consistently amazes its customers ,when it comes to providing outstanding customer support, is USAA. If you haven't served in the military you might not be aware of them. If, however, you, your parents, spouse or significant other has served, or is serving, or is part of the armed forces family, then you know. Not only are their products above reproach but their customer management centers provide unparalleled support and unrivalled satisfaction to their millions of customers.

USAA's success is due to their unrelenting dedication to being customer focused. Their own reputation sparkles. Here are three reasons:

1. Continuous emphasis on product knowledge and on-going training

2. Communications skills with an emphasis on listening: they understand the adage: "it's not what you say, it's what they hear", so they "seek first to understand" - as Covey would teach.

3. Consistency: internal and external values are aligned and they "walk their talk." And, if you were to ask more than one representative a question (regardless of how complex) they would play back the same answer.

How many of us can say that about our own sales, marketing and customer service personnel - the ones daily on the front line with our customers?

These are steps any firm, in agribusiness, finance, or you-name-it, can borrow and build into its daily operational values and practice. USAA'S reputation is brighter than many stars. How does your reputation sparkle today? Or, has it become tarnished? Which of their 3 steps might you adapt to your own situation. It is your reputation on the line, isn't it?