Is your driving driving customers away?
In the many thousands of kilometres I travel each year, I have pretty much seen it all. Drivers out and about reading newspapers, applying makeup, doing hair, filling in paperwork, talking on the phone (not with a handsfree device), struggling to drive with a dog on their lap, while others flash past at excessive speeds, or obliviously change lanes in front of large trucks. These activities are just plain silly, and alarmingly are an indicator of the value that society places on road safety. Operating a motor vehicle has become a secondary task in the car. Many people manage their time as that they need to be doing other things in the car to make the time spent on their lengthly commute seem efficient.
It is bad enough when the offenders are anonymous individuals, but it is downright ridiculous when these people are in business branded vehicles. There will be some who still believe all publicity is good publicity, however, there is the risk that your business will be memorable for all the wrong reasons and prospective clients will in turn, completely avoid you.
Would you employ a person to stand out the front of your business, to swear and gesture at anyone passing by? Do you think that this type of behaviour paints a professional picture of your company, and instills a belief of trust and integrity?
While there are some fantastic benefits to branding your company vehicles, such as increased exposure and positive brand association through good driver actions on the road, a huge drawback can be how readily identifiable you are if your driving is not to the satisfaction of others on the road. Rather than just sticking some decals on your vehicles and declaring 'Bob's your uncle', carefully consider how business vehicles are managed and what processes you have in place so that employees understand the magnitude of their actions on the road.
Some suggestions include:
- a vehicle 'code of conduct' which is outlines the expectations of any employee driving a company branded vehicle
- conduct an audit of other drivers - go for a brief drive around, paying particular attention to the driving habits of people in company branded vehicles. What is your impression of their business following your interactions with their vehicles on the road?
- encourage feedback from other drivers. As Telstra has their, "Telstra values safe driving" and 1800 number sticker on the back of their branded vehicles, you too can similarly label your vehicles. Reward staff for positive feedback, and have systems developed to handle complaints about employees behaviour on the road.
- make your business memorable, for the right reasons. Yes, peak hour can drive people nuts, but how could your brand be enhanced by having courteous drivers who adhere to the road rules, even perhaps allowing other vehicles to enter a long line of traffic, etc. Actions speak louder than words, and potential clients will remember you if you are courteous and thoughtful.
This is not rocket science - vehicles on the road with your brand emblazoned over them can either significantly enhance, or erode your company reputation. Consider and refine your company processes to ensure your driving is not driving customers away.
Image courtesy of adamr /FreeDigitalPhotos.net
It is bad enough when the offenders are anonymous individuals, but it is downright ridiculous when these people are in business branded vehicles. There will be some who still believe all publicity is good publicity, however, there is the risk that your business will be memorable for all the wrong reasons and prospective clients will in turn, completely avoid you.
Would you employ a person to stand out the front of your business, to swear and gesture at anyone passing by? Do you think that this type of behaviour paints a professional picture of your company, and instills a belief of trust and integrity?
While there are some fantastic benefits to branding your company vehicles, such as increased exposure and positive brand association through good driver actions on the road, a huge drawback can be how readily identifiable you are if your driving is not to the satisfaction of others on the road. Rather than just sticking some decals on your vehicles and declaring 'Bob's your uncle', carefully consider how business vehicles are managed and what processes you have in place so that employees understand the magnitude of their actions on the road.
Some suggestions include:
- a vehicle 'code of conduct' which is outlines the expectations of any employee driving a company branded vehicle
- conduct an audit of other drivers - go for a brief drive around, paying particular attention to the driving habits of people in company branded vehicles. What is your impression of their business following your interactions with their vehicles on the road?
- encourage feedback from other drivers. As Telstra has their, "Telstra values safe driving" and 1800 number sticker on the back of their branded vehicles, you too can similarly label your vehicles. Reward staff for positive feedback, and have systems developed to handle complaints about employees behaviour on the road.
- make your business memorable, for the right reasons. Yes, peak hour can drive people nuts, but how could your brand be enhanced by having courteous drivers who adhere to the road rules, even perhaps allowing other vehicles to enter a long line of traffic, etc. Actions speak louder than words, and potential clients will remember you if you are courteous and thoughtful.
This is not rocket science - vehicles on the road with your brand emblazoned over them can either significantly enhance, or erode your company reputation. Consider and refine your company processes to ensure your driving is not driving customers away.
Image courtesy of adamr /FreeDigitalPhotos.net
Comments
Post a Comment