Every day companies just like yours make a “promise” to their customers in some means or another, and over time customers grow to count on certain things when they interact with your business. Whether you intended to or not, your customers have formulated a “brand promise” about your business.

A little example… I’m a big fan of McDonalds hamburgers. You know, $.89 with ketchup, pickles and onions. I love ‘em. And over time I have grown to expect that hamburger to taste the same way whether I buy one in Anniston, Alabama or Spokane, Washington. To ME it is part of McDonalds’ brand promise of consistently delivering the product, regardless of location. I’ve grown to expect that consistency.

So here is the issue that you face as a leader in a growing business; can you deliver what your customer expects on a consistent basis?

Over the years I’ve witnessed numerous businesses that have grown on the shoulders of strong product quality and innovation, attracting new customers and business along the way. And as these companies got busier they made changes in their successful processes to keep pace with the growing demand – different people, different inputs, different control measures, etc. The risk? Changes in those successful processes lead to decreased quality and chance of failing to deliver on the brand promise… the same promise that brought them success in the first place.

Too many companies have grown aggressively while losing sight of the success factors that brought them there. As your customers formulate their own beliefs in what your brand promise is and the front door starts to swing open more often, keep close watch on quality. The fastest way to destroy your pristine brand promise is by failing to meet customer expectations.

Stay focused on your brand promise, grow carefully and maintain quality and your customers will believe in your business for many years to come.

Dr. Colin N. Clarke is a senior strategist for Flint Group. Follow him on Twitter @colinnclarke or on Facebook at Facebook.com/cnclarke

Nowadays, consumers find themselves in a sea of possibilities. In the retail sector alone, there are numerous options for finding common products both locally and online. For some products and services, consumers make their buying decision based on the value they are getting by comparing features and price.

In a world dominated by chain stores, the mom-and-pop shops will rarely be able to go toe to toe with the retail giants in a price war and win. They have neither the distribution system nor the quantity of orders to be able to compete. But that doesn’t mean they are out of the game. Often when you go to these chain stores, you are on your own. If you do have questions about a product, it can be a chore just to find someone who works there, and even then it doesn’t mean they can help. A lot can be said about employees who have researched the products they sell and can confidently guide customers through the buying process.

Consumers in this economy are slowly beginning to spend again, but much more cautiously than before. They want to feel that their purchases are valid and that they chose the right product. There’s nothing like a poor customer service experience to leave a bad taste, especially with larger purchases. I have had a few experiences that have given me that feeling, and it has affected where I do business. I have found myself going to retail locations that I feel better about spending money at, even if they are a little out of the way. I am sure I am not the only one who operates this way.

This carries over into service industries as well. Clients should feel that when they part with their hard-earned money, they are going to see a return on their investment. Sometimes creating the best product or providing the best advice doesn’t mean as much if they don’t feel they have been taken care of along the way. Letting the client know that you are there to meet their needs makes them feel like you are their partner and not like you just want to make a quick buck.

Here is an example of some poor customer service.

What are you doing to ensure you’re providing the type of service people will go out of their way for? I’d love to hear your ideas.