When we talk about a company crisis, we must not immediately think of a “purely” economic crisis. Today, in a context of strong digitisation of services, you have to consider so-called crisis management, understood as a reputational crisis on the web.
The online world, in particular social media, represents a showcase that gives huge visibility and allows brands to win and build the loyalty of new customers. At the same time, however, it can turn into a resounding boomerang that creates incalculable damage.
We Are Fiber aims to prevent a communication crisis or, if necessary, to remedy it. Thanks to the innovative instruments available we are able to draw up efficient crisis management strategies which, combined with a valid and professional customer service aimed at satisfying customers’ needs, have considerably grown the profits of our partners up to 24% and customer satisfaction levels by 34%.
Why is it important to have a crisis management plan?
First of all it is important to understand what a crisis management is and where it can develop more easily in the “mare magnum” of the online world. The reputational crisis is a negative event that undermines and damages the image of a company, to the point of causing damage of millions of euros. In business, crisis management represents that set of strategies put in place to face a reputation crisis, an event that is anything but rare.
In the last 3 years 65% of CEOs have declared that their companies have had to face a reputation crisis, while 73% believe they will have to face one in the next 3 years. Having a crisis management plan is certainly an indication of good company organisation. Naturally the situations can vary considerably, but by setting up crisis management procedures it is possible to face every threat.
Online crisis management: where can it take root more easily?
Reputational crises can take root more easily online, especially on social media, a real jungle where you have to move with the utmost caution and face an endless series of dangers.
Crises are sometimes created on purpose, perhaps by competitors themselves, who have the objective of destroying your company and making you lose hundreds of customers.
Provoking an online reputational crisis is very easy; you just have to create a negative event through the spread of fake videos, fake news, defamatory articles, fake reviews and comments.
A manipulated truth therefore reaches users, one that can project the company into a bottomless black hole. It is estimated that businesses can lose 22% of their turnover if potential customers find just one negative link on the first page of the search results or on social media.
This problem does not concern only private companies, but also public bodies, which every year risk losing millions of euros because they have not prepared a crisis management strategy.
Reputation and crisis management: how to behave with a customer?
If it is true that the online reputational crisis can be created on purpose, it is also true that it can arise from wrong communication or an incorrect management of the relationship with customers. Today reviews have a huge weight on customers’ purchasing decisions; before buying, they read the experiences of other users.
For this reason it is necessary to follow a set of guidelines that explains how to manage the relationship with customers, which must be taken care of in every smallest detail, leaving nothing to chance.
First of all you have to always respond. No one likes to be ignored or, worse still, to see their comments deleted. You will make a sworn enemy who will no longer buy from you and will speak badly of your brand with friends and relatives. So respond to every comment or review, even the negative ones, using a conciliatory and professional tone.
Another excellent system to respond effectively to the customer is to take the discussion offline, providing them with other communication channels such as email or telephone. In this way you obtain a double advantage:
- you avoid your page being flooded with negative comments and reviews;
- you allow the customer to be followed more carefully so as to definitively solve their problem.
If, following a customer’s complaint, you discover that your team has actually made a mistake, do not look for false explanations that would irritate them further. It is more correct to apologise and, if you deem it appropriate, provide a small gift (a discount voucher or a gadget) to ingratiate yourself with the customer, who will certainly appreciate your sincerity and your effort to remedy the mistake made.
One of the key words in the relationship with customers is empathy. A dissatisfied customer will presumably be angry and will use heated tones. Put yourself in their shoes and show yourself understanding, using calm tones that soothe them. Finally, always keep your customers informed about the resolution of the problem, providing continuous updates. Transparency is another element much appreciated by consumers.
If you want to prevent a reputational crisis and increase the satisfaction rate of your customers, a simple phone call or an email is enough: We Are Fiber is the partner you were looking for!
