Tuesday 17 August 2010

If you don’t have anything nice to say, post a review instead

This article about marketing to women has great advice to businesses on how to deal with unhappy customers.

Deal with it by getting smart.
1) Take a deep breath and remember that unhappy customers can become your biggest fans and most vocal evangelists if you respond quickly and work earnestly to fix the problem.
Turn an unsatisfied customer into a very happy one and guess what happens. She’s got a great story that will be told again and again and again. And guess who’s the hero? You are. The word of mouth that results is the stuff branding director’s dreams are made of.
2) Find another way to solicit honest feedback. Face -to-face is uncomfortable for most people and is particularly tough for women who are literally hard-wired as gatherers to keep the village working together. So make it easy for people to give their reviews anonymously (if they choose) and on their own schedule.  Allow for ratings and reviews on your site.
3) Ask for opinions in YOUR voice. Don’t just send a standardized “your feedback is valuable to us” missive with an equally canned survey. Let your brand personality and EARNEST desire to do a better job ooze from every detail.
Consider that even your email asking for their feedback is a form of marketing on your part. Work it.
4) Act on what you learn.

Bad reviews are a roadmap for getting better.  The tools for listening to consumers are there.
We’re just not acting on them.

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