[Welcome back to the You Can Be a Word of Mouth Marketing Supergenius! newsletter. This is text from the great issue all of our email subscribers just received. Sign yourself up using the handy form on the right.]
Bad things happen to good companies. Sometimes it’s your fault, sometimes it’s bad luck. But it’s how you respond that matters. A few tips:
1. Never underestimate the power of a sincere apology
2. Point to independent sources
3. Fix problems publicly
1. Never underestimate the power of a sincere apology
An honest, genuine apology can cut through the hysteria and calm even the harshest critics. It’s not always easy for a brand to do — it requires humility and candor. But not only can it defuse the current situation, it can also help you build credibility for the next time an issue comes up. To see how this can be done well, see how Amazon’s Jeff Bezos apologized for his company’s removal of certain copies of George Orwell books from Kindles.
2. Point to independent sources
It’s common for negative word of mouth to involve a lot of misunderstanding and misinterpretation from customers and critics. A great tool to use here is third-party sources that can explain the full story. This strategy of redirecting the conversation to outside experts was a key part of UPS’ response when a competitor launched an attack campaign over new industry legislation.
3. Fix problems publicly
When you solve problems in public forums, more people get to experience what a great company you are. Your options will vary depending on your industry, but even the most regulated brands have options here. Take H&R Block, for example. They take conversations offline to exchange sensitive customer information and then invite them back online when the problems are resolved.
Issue #143: Don't let your word of mouth walk out the door
August 4, 2009
[Welcome back to the You Can Be a Word of Mouth Marketing Supergenius! newsletter. This is text of the great issue all of our email subscribers just received. Sign yourself up using the handy form on the right.]
You’ve got a much better shot at getting fantastic, in-the-moment testimonials and reviews if you ask for them on the spot rather than letting your fans walk out the door. Try these tips to get instant word of mouth:
1> Get it online
2> Get it in writing
3> Get it on tape
1> Get it online
It takes a bit of effort for someone to log on to Yelp or Amazon to leave a review, and the longer it’s been since they’ve bought from you or been in your store, the less likely it is they’ll take the time to do it. Instead of asking for the review when they get home, try setting up a kiosk that encourages customers to post an online review right from your store. If you can get the review right at the moment they’ve seen your best stuff, you’ve got a great shot at getting some awesome online word of mouth.
2> Get it in writing
Have a simple way for customers to leave an old-fashioned, hand-written testimonial before they walk out the door. It could be as simple as comment cards or a wall for fans to pin reviews they wrote on their napkins — or you could get creative by letting customers create signs to put in the window or asking them to write their reviews on shirts that your staff wear. Asking for a quick, handwritten note from your fans is a simple way to get instant testimonials that you can use in a lot of ways.
3> Get it on tape
Few things are as effective and authentic as an in-the-moment video review from one of your customers. Businesses like restaurants, bars, concert venues, and small shops could set up a little booth for customers to leave a video review that could later be posted on websites and shared on YouTube — as could service companies apply this technique by giving their repair and installation crews a camera to gather feedback when they’re out in the field. And though not everyone will be up for being on tape, why not have the option available for your most enthusiastic fans?
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