How to trash a company’s reputation in 2 weeks

Corporate reputation matters (just ask Toyota!).

It takes very little effort to keep customers happy; yet many companies seem to have such disdain for their clients that they just can’t be bothered to solve little problems effectively.

But the customer is fighting back. Thanks to social networking sites like Facebook, blogs (like this one) and peer-to-peer company review sites, there’s ample opportunity for customers to vent their spleen.

Does it work? Oh yes. Especially when the company’s reputation is based on quality and safety. Like KwikFit. KwikFit is of course the nationwide tyres-to-exhausts-to-servicing car care company that prides itself on beating the image of backstreet garages; championing the vulnerable customer and sending people off with a smile, a safe vehicle and a reasonably full pocket.

However, they messed up with my friend and colleague Chris Street, who just happens to be a PR consultant and social media expert. Hey, everyone messes up sometime- that’s not the problem. But KwikFit’s inability to put things right has got Chris incensed; and the result is an extraordinary social media campaign.

This post on Chris’ blog has (as I write) over 40 comments; and it’s a blog which is read by several hundred influential journalists every month. He has also begun a Facebook campaign which has gathered some serious momentum.

Again as I write, KwikFit seem to be dragging their heels; which is fairly typical of big companies in a state of disorganisation. You, however, as a small company, can be far smarter:

• Stamp on customer problems with religious fervour. Get them fixed. Fast. Happy customers will usually recommend you; but guess what: disappointed customers who get their problems fixed fast are even more likely to recommend you; precisely because they are so surprised to have their problems solved easily.
• Be seen on social networks. For example, check out the user reviews for a bar I have recently been ‘frequenting’. A one-star review has been answered in person by the management- nice job.
• Put your point of view across. Don’t just sit there hoping for the best. Some customers are intolerant pains-in-the-butt, who genuinely don’t deserve your attention. So explain your situation effectively if it becomes a public relations issue; otherwise you’re guaranteed a bad press.
• Apologise. Politicians don’t apologise; because they don’t have to. They get paid anyway (!!!). But you need your customers; so a well placed apology will go a long way to appeasing Mr Angry of Tunbridge Wells. As KwikFit is finding out, customers don’t expect perfection- they just want a decent resolution.

Note: This blog entry was originally posted on truebusiness.co.uk. View original post