Credibility is one of those pet peeves of mine. Being a credible person or business should be a priority for all of us. To be credible means “capable of being believed; believable, worthy of belief or confidence; trustworthy”.
While being credible is important to all aspects of business, following are some areas of credibility that can affect the satisfaction of key customer groups; employees, volunteers, vendors, customers.
Finance
Organizations owe it to their customers to be transparent and honest. After some of the corporate scandals in the last few years, much attention has been given to how organizations manage their finances. Non-profit organizations also need to be accountable to donors for charity donations. Every organization is responsible for their resources and the proper management of finances.
Marketing
Organizations that market products and services are obligated to deliver the product or service that was represented. Whether it is internet marketing or a billboard advertising something, the end product should always be what was described. Have you ever been drawn into a business by an advertisement only to find out that there was a “bait and switch” going on? Situations like this tarnish the reputation of an organization and can create a negative public perception.
Management
The management of an organization needs credibility not only with its employees but also with the public and their customer groups. Customers recognize when an organization’s management practices are professional and credible. Management’s response to customer issues and complaints communicates to the public a lot about their credibility as an organization. If customers have ongoing unresolved product or service issues, the credibility of the organization can come into question. Remember, credibility is about trustworthiness and following through on what was promised.
Service
Service after the sale is always important in maintaining credibility to the customer. I remember we built a house and up until the day we officially closed on the property, the service was outstanding. The minute we signed on the dotted line, the service levels fell to an unbelievably low level. It went from being one of the best purchasing experiences I have ever had to one of the worst. Good customer service is critical to business growth and retaining a solid customer base.
Personal
Organizational leaders are obligated to be credible in all areas of their lives. They should say what they mean and do what they say. A wavering leader sends negative signals to employees as well as the general public. The amazing thing about leadership is how the words they speak carry so much weight. Their personal behaviors also send messages about their credibility to the public. There have been a few fallen leaders in the last days for inappropriate transgressions. These types of situations affect the credibility of the entire group whether they are athletes, politicians or TV personalities.
Product
Credibility with the products or services we provide helps give confidence to those who purchase our products or service. This is where brand recognition and credibility come in. The recent recall in the automotive industry to a company that has decades of extremely high credibility with their customers has been a major blow.
Finally, being credible is a conscious decision. It is sometimes difficult to maintain but the right support, mental focus and priority can help to establish the reputation of an organization and help it develop and grow.
