BedTimes magazine June 2010

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Experts say ‘be human,’ not robotic or bureaucratic in your responses. On Facebook, use your real name and a thumbnail photo of yourself—not the company logo—when responding to an irate posting. do what you can until you realize they will not accept any apology. Then you let it go. Hopefully, you have built up a community that will rise to your defense in these situations. That is what 24 | BedTimes | June 2010 great brands do.” Experts say “be human,” not robotic or bureaucratic in your responses. On Facebook, use your real name and a thumbnail photo of yourself—not the company logo—when responding to an irate posting. “Some people have never learned how to apologize when things go wrong and most companies haven’t either,” Smith says. “Yet the ability to be vulnerable in public is incredibly powerful and can gain you the empathy of tons of people.” “Responding doesn’t need to be complex,” Beal says. “I’ve distilled it down to three words when you’re facing a crisis: sincerity—offer a sincere apology, often that is all the person is looking for; transparency—be open about how the situation came about; and consistency—make sure this is an isolated incident and fix the problem that led to the crisis.” “Toyota did a bad job of responding to its recent crisis,” Beal says. “They were slow to react (customers had been complaining about accelerator problems for months beforehand) and slow to take responsibility. Now they’ve lost a lot of credibility. Jet Blue did a good job after having stranded all their passengers. They responded quickly, they apologized and introduced a passenger bill of rights. Dell is the poster child for reputation turnarounds. They went from really bad to having a really good reputation and being very engaged with customers.” “Making it easy for people to reach your company in the first place goes a long way,” Drysdale says. “Problems arise that are difficult to fix when consumers are unable to get ahold of a real person. Display your contact information online or create a separate customer service site.” “One thing we always tell clients if an online response is called for, do not go in and use your company and your brand names,” Drysdale says. “It’s correct to give your name and title and establish your credibility as an employee of the company—you want to be transparent. But I’ve seen people mention their company name 10 times in a single post. That shoots the complaint you’re responding to right up to the top of the search results for your company.” BT www.sleepproducts.org/bedtimes
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Page 19 and 20: What they’re saying Why managing
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