Protecting your reputation on the ‘net
When your small business is reliant largely on word of mouth, as they so often are, how do you protect its reputation when upset customers get vocal on the web? This quote, from an AmEx Open Forum article by Angela Stringfellow, features some solid advice:
For some small businesses, the loss of just one customer due to poor PR is just as detrimental as a community-wide scandal. And, in a social media world, the power of a single disgruntled customer can create more bad publicity than ever before. For small businesses concerned about that, David Burrows, vice president of corporate marketing and public relations at Cinsay, Inc., suggests:
- Acknowledge the situation to the customer immediately and hear them out.
- Offer an apology followed by a customized resolution to the individual and the problem.
- Share the experience via social media–especially the outcome, what was learned and why it is important to resolve problems for your customers.
- Follow up with the customer personally and extend a “thanks for being a customer” along with a gift certificate, coupon, etc.
Even though the platform is social media, what we’re really talking about here is Crisis Management 101. Put the effort into correcting small mistakes, and the potential for crisis is reduced immensely. Neglect the wrong “minor complaint”, and you could find yourself up to your neck in trouble.
The BCM Blogging Team
https://www.bernsteincrisismanagement.com/