How To Restore Confidence To Your Brand

19th April, 2019 by

It is unfortunate that in every industry, sector, and business, things can go wrong. Organizations, just like people, can make mistakes because organizations are just the people within them, right? Data can be breached, bad products can be sold, customer service can be less than stellar, and at times, it may feel like all is lost. The good news, however, is that it isn’t.

Whether you are facing a business crisis with thousands of affected customers or simply communicating with one upset client, there are some helpful tips that can lead to customer confidence being safely restored. After all, customer confidence is crucial to your continued success. Studies show that one unhappy customer communicated their frustration to between 9 and 15 other individuals when faced with a bad experience, while a satisfied customer only tells between 1 and 3 other individuals.

While it may seem wildly unfair, lost customer confidence exists in every business and in every industry in the world. So how do you help your brand recover from a mishap? Are there methods to help your brand recover from tragedy?

You can find the answers to these very important questions and more in our helpful tips below. Today we explore seven different methods that your team can use to restore faith in your brand when things don’t go according to plan.

Display urgency.

Whether your business has experienced a security breach or received an angry tweet, a sense of urgency is always important. It’s crucial that clients see that you’re concerned about their problem and that you want to work immediately to resolve it. Due to the visibility associated with social media, you will want to respond as soon as possible to show other potential customers that you are a responsive company. Since social media is often the first place people go to learn about a business, you need to be sure that you represent yourself well.

Create goals that don’t involve profit.

When businesses are evaluating their long term strategies for restoring confidence in their brand, a paradigm shift may need to take place. For example, a healthy sales year may not be in the foreseeable future when you are working to keep the doors open. Instead, you may want to create goals that include reinforcing existing customer relationships and partnerships instead of a booming year-over-year increase. Facebook showed us this strategy when their post-scandal goals include better security and accountability rather than profit increases. Facebook publicly stated that “From now on, Facebook will do more to keep you safe and protect your privacy.” However, consumer confidence has yet to reach its pre-scandal heights.

Ask for feedback whenever possible.

Asking your customers how you are doing is important for two reasons. One, it helps customers feel like their concerns are being heard. Two, it provides your business with valuable information that you may otherwise miss out on. Just be sure to use the information you collect to improve business practices. For example, in 2009 the pizza mega-chain Dominos responded to bad consumer reviews with a brand new recipe and found great success with their post-scandal marketing campaign.  

Use social media.

Engaging with your audience is the number one way to win back customer confidence. The more visibility you create for your business, the more quickly you can change public perception. Social media is a great place to create a buzz without spending a fortune. Just be sure that you have a strategy in place and that you keep to a regular posting schedule. Consistency builds trust.

Focus on transparency.

After a mishap within your organization, it is important to quickly rectify the situation and create a plan to be sure that similar issues do not occur in the future. Once you have a plan in place, share it with the world. Uber did just this when they announced that they were planning on focusing inward. The announcement stated that “It’s time to move in a new direction. This begins with new leadership and a new culture.” By creating transparency within their organization, Uber was able to regain customer trust.

Accept the mistake and apologize.

If your business makes a real whopper of a mistake, sometimes all you can do is say you’re sorry and move on. Wells Fargo is a shining example of this in their campaign to win back consumer confidence. Their campaign included the motto “Established in 1852. Re-established in 2018.” in an attempt to move beyond scandal.

While some scandals are beyond repair, in most cases there is a way out of the darkness of bad publicity. It may require some outside assistance, but most businesses are able to rebuild with some planning and foresight.

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