From Strength to Strength: the Importance of Managing Business Growth
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Associating quality and a high standard of service with small businesses is a characteristic of consumers the world over. We are all of us familiar with the great cakes from the family-run baker’s, the honesty of the local photographer, and the value for money to be found at the hairdresser’s just down the road. While business growth is undoubtedly a positive feature of many small companies, monitoring growth such that the high levels of quality and service remain intact is vitally important during times of change.
Robbie Cheyne, director of Capture Imaging Solutions, comments: “Many companies lose their reputation for quality as they expand, and become just another corporate brand to their customers. What they seem to overlook is the fact that, as a company grows, it needs to ensure that the level of service does not suffer if it wants to retain current clients.”
Robbie gives his thoughts on how to ensure that quality and service are given optimum consideration during periods of business growth:
Thinking like a customer is key, according to Robbie. “Viewing the services and products you provide from the perspective of the customer is important at any stage of a business’s life but especially so during growth. The minds of staff are often on other things when a business is undergoing development and it’s easy for their attention to be distracted from the customers, who should really be their main concern. The business can only grow if you manage to retain current customers whilst also attracting new ones, so it’s also worth bearing in mind that existing customers, depending on their experience of your business, can be your best or worst advert.
“Remaining customer-centric is vital to achieving business goals, and making sure that their needs are a priority throughout the change will ensure the consistent levels of service that they have come to expect from you.”
One of the things that customers appreciate most about smaller companies is the personal touch that accompanies the services provided – achievable partly because of the smaller client base. Reaching a larger number of customers need not eliminate the possibility of a personal touch however, as Robbie explains.
“Attention to detail and taking the time to listen to customers is crucial. If customers know that you are expanding they may make allowances for delays to your services, but if you can continue to provide high quality services and products to tight deadlines during expansion, your company will rise considerably in customers’ estimations.”
Business growth for your company could mean a number of things, from moving to new premises to taking on new staff and acquiring more clients. “Retaining the strength of your reputation through careful and continuous marketing during growth, wherever the growth takes you, will be integral to your subsequent success,” advises Robbie. “Make sure that any existing PR and marketing activity that you have in place covers the story of your growth, and if you haven’t already invested in profile-raising activities, now’s the time to consider it, as your company takes on more of a presence in the business world, whether locally, nationally or internationally.”
Holding meetings with staff as regularly as possible is also of great importance when undergoing growth, as Robbie advises. “Most managers understand the need to be constantly checking up on the progress and status of activities delegated to colleagues, but this is even more essential during growth, when there are usually more clients thrown into the mix and therefore a greater number of accounts to monitor and report on. It’s also important to update staff on the progress of the business’s growth as and when appropriate; the more staff know about their company’s developments, the happier and more motivated they will be in their professional role.”
