Twenty years ago, consumers turned to their family and friends for advice. Now, they’re taking advice online from thousands, if not millions, of strangers scattered around the globe. And the least one can say is that a reputation can be ruined with just a few mouse clicks, with a colossal – sometimes fatal – impact on turnover. Here are 3 things to look out for to avoid descending into reputation damage hell.
#1 Dissatisfied customers
Long gone are the days when frustrated customers simply shouted their indignation at the after-sales department. These days, unless their grievances are swiftly attended to, they vent their anger on the internet. This is very bad news considering that, according to the French polling institute IFOP, 3 consumers in 4 read customer reviews before buying online.
Tip: make sure you sell only quality products and services and, if there is a problem, come up with an amicable agreement. Has a problem just been reported? Fair enough! Apologise and immediately suggest a refund, offer to exchange the goods or come up with another satisfactory option.
#2 Online reviews
A rising number of websites – possibly even yours – enable customers to review the products and services on offer. Whatever you may feel about this yourself, there is no getting away from it. One day, a customer, or even a jealous competitor, will give you a bad review or leave a negative comment.
Tip: do not delete these negative comments if they have been posted on your own platform! In 95% of cases, if you do you will have lost the trust of the posters themselves, according to Trustpilot. Having said that, do not ignore them either. Seize on this opportunity to show your goodwill. Post a brief reply and invite the customer to contact you directly to find a solution.
#3 Your corporate branding
Does your brand have a reputation for delivering sustainable, ethical and/or local products? If not, an increasing number of consumers are certain to give you a miss. This trend was already on the rise, but the Covid-19 pandemic has only speeded things up: 6 out of every 10 people report that they are now buying more responsibly according to Accenture.
Tip: take concrete actions to reduce your social and environmental footprint and communicate about it. But beware of a bad buzz – no greenwashing! Focus on transparency instead.
In short, do not let others build your online reputation for you. As a retailer, get on the front foot, for instance by routinely preferring quality and sustainability. B&C’s garment collection can help.
