So, once you've made the improvements to your business or worked out that those perceptions were wrong, how do you start to tell customers that you're 'back on track' and begin to change their perceptions? Customers have long memories and perceptions take a long time to change... unless of course you're proactive.

A clearly targeted communication program, using all available resources, will help you reverse perceptions - however, be warned this won't happen overnight. When it comes to tackling your perception, there is a rigid formula for success:

• The first task is to establish how you are perceived - you may be surprised.
• Second, is to get your staff on side and make sure that there is nothing internally that is sabotaging you. If so, address this quickly.
• Thirdly, test your performance internally, and finally communicate to the external world and your customers - perhaps using the CSS results as an opening gambit or presenting them with a 'why don't you come back' offer.