Ever heard the song with the lyric “until I’m 10 feet tall and bulletproof”? While I’m not Texan, I did go to Texas A&M University and even many years down the track… some of the words of those country and western songs still ring in my head.
Is it any different when we have a bad customer experience with a product, brand or even the employee of an organization?
Sometimes it is the good things that stay in our minds, I will never forget the Qantas employee who smiled at me when I stepped onto the 15-16 hour LA-Melbourne flight with my young son and said, we know it can be tough to travel with children, please let us know if there is anything we can do to assist you. Wow! I was an economy passenger. I’ve done the trek many times and my son is a well seasoned flyer… iPad, snacks and some other entertainment and he is barely noticed. I won’t mention the name of the other airline who refused to clear our trays when he desperately needed to use the toilet, but we won’t be flying with them ever again. No, we don’t forget…
Unplanned events happen, they are a fact of life. One of my old email taglines read: “Life is what happens while you are busy making other plans.” It is how a company handles those events that defines them as a brand, wins customer loyalty.
The (http://levick.com/insights) formerly known as the bulletproof blog covers unexpected events and how they are handled. They have some pretty interesting stories on their blog. These guys can certainly help you out if things have gone according to Life instead of to Plan, but there are a few things that every organization should make sure they have in order to keep this from happening.
DO: Have a Social Media Policy and make sure your employees know about it
DON’T: Assume no one will notice or that something will go away on its own
DO: Employ a social media monitoring/listening strategy
DON’T: Delay, response time is imperative
DO: Respond on the medium where the complaint is visible
DON’T: Respond incognito, always disclose if you are from the organization.
DO: Establish channels that you can use to communicate your message to your audiences.
DON’T: Ignore other channels just because you aren’t using them to broadcast your message.
Fact is, I’ve never met any 10-feet tall, bulletproof companies and while they might live in the forest with unicorns, I am pretty sure they don’t exist.