One of the most common struggles for many small businesses is delivering consistency to customers and clients. It’s not hard to figure out why – the typical small business features a small number of employees often responsible for a wide-ranging variety of tasks. While a larger business often assigns an employee to a very specific role, small business employees are often required to perform a variety of functions each day.

As a result, consistency is rare. Because most employees can’t focus on a single task, results can vary. An order that was delivered on time last month may arrive three days late the next time. Exceptional customer service one week may be followed up with poor service the next. It’s a common tale—but it’s very damaging for the business.

It may be counter-intuitive, but consistency is more important than excellence. Now don’t get me wrong, excellence is something we should all strive for. But studies have consistently shown that consumers value consistency. They like to know what to expect when they interact with a business. That’s why a restaurant like McDonald’s can be so successful—not because they make the best burgers in the world, but because they create a predictable, consistent experience for their customers.

If you stop to think about it, you’ll realize that even when you walk in to a McDonald’s location for the very first time, you already have precise expectations. And those expectations are consistently met.

But how can a small business deliver consistency, especially when every day can seem like a battle just to get the doors open and to keep the customers happy?

One word: systems.

Creating systems allows your employees to produce consistent results for your customers. Think about McDonald’s again—every single quarter pounder they sell is made the same way. The same ingredients, the same cooking process, the same packaging. There is no improvisation on the part of the cook. And every small business can take the same approach. For instance:

1) Create a customer service system. What are your standards for resolving complaints or customer inquiries? When I ask this question, many business owners admit that they don’t actually have standards. So create them! Examples include committing to respond to every inquiry within a set time (i.e. 24 hours), always ending the conversation by saying “thanks so much for your business!’, and setting standard policy for common inquiries.

2) Create a system for the creation of your products and services. Remember that consistency is more important that flashes of brilliance. Teach your employees exactly how they are to deliver your products and services, and hold them accountable. Don’t discourage innovation, but explain that any changes must first be approved by you and then implemented in to the system.

3) Create a billing system. Do your clients receive their usual bill or invoice at the same time each month? Or is every month different? Create a system, standardize it, and stick to it. The comfort you create by operating exactly the same each month is reassuring to your clients—and very valuable.

There are countless opportunities to systematize your business—these three examples are just to get your wheels turning. If you’d like to learn more about creating systems that allow you to create a consistent customer experience, please get in touch with me today!

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