The internet has empowered the consumer like nothing before … and this change is still in it’s infancy.
Through feedback sites and social media, the customer can literally make or break you over time: and it's out of your direct control.
Going forward you cannot hide poor service behind a sexy brand, or bad practices behind clever marketing.
Customers HATE being misled: when the truth appears they’ll disappear quicker than rats out of an aqueduct, and they'll also tell the world their story through Facebook, Twitter and the like (remember the Ratners story?).
This new age requires honesty and integrity. Customers’ word of mouth will be there whatever happens and it will done one of two things:
- Draw more customers to you
- Warn people to stay away
Your actions are what will determine what they do.
They can forgive mistakes, honestly handled (remember when M&S ‘boobed’?), but they can’t EVER forgive you misleading them or appearing not to care.
Engage with the properly, directly and online: respect them make them happy, and treat them with honesty, do all you can to build trust and make their lives easier, in good times and bad, and all will work out fine!
You need systems to help you do this: ask us for guidance on what you need.
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