Tuesday, November 17, 2015

The Impression of a Dirty Building on a Customer

Customer Perception of Your Business from the Street

Business owners I have a question for you. But before I ask the question let's throw some things into the mix...you have a successful business selling widgets. Your staff is trained in all the features and benefits of the mighty widget. More importantly, your staff offers excellent customer service and it shows on their faces. You feel you have an abundance of satisfied customers. So here is the question.

Do you feel a customer will base his or her decision of entering your business by how the exterior of the building looks? And not just the exterior as a whole but possibly anything specific.

In 2011, Morpace, a global market research and consulting firm performed a survey of 1,000 customers and asked them that same question. They wanted to know if the cleanliness and overall appearance of a building was as important as the level of service offered or the cost of the product or service offered.

The results? It played a significant determining factor whether or not a consumer chose a business or went to the competition.

Images probably come into your mind of a convenience store in a big city. Filthy parking lots that have not been power washed in years. Cigarette butts, chewing gum on the ground. A dirty trash can for the customers to use.

Listen to the Numbers because they Do Not Lie


The funny part about the Morpace survey was that all businesses and industries were susceptible. Car dealerships, restaurants, grocery stores and more. Approximately two thirds of those surveyed said they had avoided a business in the past based solely on the exterior appearance...from the street. They didn't even get out of the car to give the business a chance to compete. 95% of all customers agreed that the exterior of a business is important enough for them to base their shopping experience on it alone.

You may argue “but my customers are loyal”. Really? 80% of all customers are open to shopping at a new place. And that's if everything is fine, nothing wrong with the outside of the building.

Today's consumers are more finicky than ever. To make matters worse, everyone carries a smart phone and adds their opinion about where they eat, shop, whatever. Customer perception is unpredictable so you need to do your utmost to excel. Exterior building appearance is crucial.

One area that is often overlooked is clean windows. A professional window cleaning company will change the exterior of the building significantly not only by cleaning and polishing the windows but by sweeping the cob and spider webs down. Sprucing up the entry to the building, etc.

Call us today at 719-568-8950 and let us show you how we can help!

2 comments:

  1. Do you feel a customer will base his or her decision of entering your business by how the exterior of the building looks? And not just the exterior as a whole but possibly anything specific.my website

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