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Video alert – can you make something negative, positive?

It’s video time! In this video I’m talking all about how you can make something negative, positive – well, how you can take negative feedback generated by a faulty product and turn into a positive. How you can turn this into a great PR opportunity? Does it sound a bit far fetched? I don’t think so…

Is it really possible?

It honestly depends on a number of factors but I think in most cases it can be IF it’s handled properly. I say most cases because it obviously does depend on the ‘damage’ something has caused, this can be a variable and can mean that your task is incredibly difficult if not impossible. However, when I created this video I was thinking more about popular products that we buy that can leave us disappointed, something like clothing or footwear. I’m not talking dodgy seatbelts here. I’m looking at the kind of products that most people sell online.

Any other caveats?

Yes. The dodgy product needs to be unusual. If all your products are substandard you’re basically firefighting and you can’t win long term because everyone is going to be peed off with you because you’ve let them down.

But what about social media?

Yep. Social media has changed the game in this area. Previously people would call the company or email them first – or even take it back to the shop they bought it from – and would follow the correct complaints procedure. Now they take to social media. If you’re lucky they’ll send you a message, but they might just post that you’re Satan on your Facebook page and that they’re bitterly disappointed/the product is cheap and rubbish/they hate you. Before you become a keyboard warrior too, just take a breath. It can be really frustrating and it makes you wonder if you should bother trying to turn this negative into a positive but you should. Honestly. Even if they don’t respond how you’d like, your other customers will see that you’re trying – in some cases they might come to your defence (I’ve seen this happen before…). Acknowledge their message and suggest they DM you or email you with additional information to try and remove the discussion from public view. This has the obvious benefit but also allows you to ask them personal details that they shouldn’t disclose in public. Be nice to them. Try and help them. Obviously you must follow your company’s complaints procedure, but do it in a nice way. If you say you’ll get back to them by a date – DO – even if you have to say you’re still waiting. Keep them informed. Be honest. Be genuine. Be understanding. If you can, send them a goodwill gesture. You’ll be amazed at how these ‘haters’ can become your biggest cheerleaders if treated kindly and respectfully by someone who wants to help them.

Of course, no one should ever be happy with selling substandard products, but sometimes things slip through the net- I’ve had clothes shrink, boots split and all manner of things as I am sure you have. These things happen and people do generally understand. And if you’re nice to them, you might have got yourself a lifelong brand ambassador too.

If you liked this, you might like this blog here – all about turning a negative or fault products into a good PR opportunity.

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How Audi nailed customer service (and what we can learn)

I have, well, had, one of those Audis with the emissions issue. I was a bit cross about it initially (I mean, who wants a fibbing car?!), but their customer service and communication has been second to none. They have turned what could have be a negative into a HUGE positive, so much so I have been raving about them ever since. Actually, I filmed a video about it – click on the screenshot and you’ll be taken to Youtube!

How did Audi nail customer service?

So, what did they do? First, they kept me fully informed of the issue and how they were planning to fix it. Good move. I’m actually a pretty patient person when people keep me informed of what’s going on. Next, when the update was available, they sent me a letter telling me what I needed to do. It was clear and it as concise, and it offered a collection service. Being just under 20 miles away from my nearest garage, I didn’t think it would apply to me. But it did. They asked if I’d like the free valet and the free winter health check too when they did the update. I said yes. The man from Audi arrived when he said, he took the car away, they called me to say that it was all sorted (as they said they would) and asked me what free gift I’d like. Yep. Another freebie. And then the car was delivered back to me with all the documentation, all clean and shiny and updated. They followed up too with a call to make sure I was happy. Nice.

What can we learn?

What can we learn? Customer service trumps most issues. If the customer service I’d received from Audi had been substandard, the emissions issue could have really annoyed me – not because of the actual problem, but the inconvenience to me to sort out something that I had not caused. But it wasn’t even slightly inconvenient. More than that, they threw in a few extra things, like the valet and the car check, that made me feel special. I mean, I was pretty thrilled – anyone who lives in the countryside gets pretty excited when someone offers to clean their car for free. They kept me informed. They did what they said. Actually, they over-delivered.

Stuff goes wrong, we know this, but you’ll often find that the thing that broke isn’t the part that turns reasonable people into pretty savage beasts. It’s how they’re treated and handled. If you ‘channel’ Audi, you can turn a potentially negative situation into a positive – the customer experience, the care, the service, can change a potentially angry customer into a fan, actually, an advocate for your brand. Who wouldn’t want that?

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Packaging matters – Fairfax & Favor

Anyone who reads my blog or follows me on Facebook will know I have a thing for packaging. A bit of an obsession. Actually, I now have people send me pictures of packaging and strike up conversations about it on a fairly regular basis. And I love that. I know it might seem weird, but packaging is a big part of what you do, especially if you’re a luxury brand. Because receiving a beautifully packaged product adds to the whole experience in a big way. It makes you feel like the people who have designed and sell the product care as much as you do about it. It adds to the experience.

So, you can imagine my delight when my Windsor Bag from Fairfax & Favor came in beautiful packaging. But it was actually a lot more than just a lovely box. It was clever. Actually, so clever I made a video the next day. If you click on the pic, you should be whisked to Youtube to see the video.

I’d been admiring the bag for years (actually, I wrote a blog about that too and why I bought it!), but when I took the plunge, I didn’t expect to love the packaging as much as I do and did. So, what did Fairfax & Favor do, or what about Fairfax & Favor’s packaging made them stand out from the crowd? I’ll tell you…

  • Really good customer service
  • Fast delivery
  • A stunning, well made, beautifully branded box that I still have sat on my desk
  • A paper wallet that explained the Fairfax & Favor competition on Instagram and how I could take part, a handwritten note (I have spoken to SO many people about this), and an invite to their stand at the shows they’re attending this year. And a catalogue. Obviously,
  • A fabric cover that goes over the bag to protect it. Beautifully branded, even down to the tassels with the Fairfax & Favor logo on.

Now, I’m not naive here. I get how this game is played and I know that all the things above are very deliberate. They want me to feel like I did and do about the packaging (OK, maybe they didn’t expect me to get that excited about the packaging, but that would be quite a stretch!) and the product. They wanted me to feel special and start what could be an expensive and long time love affair with the brand. And I get that. Does it make me love the Fairfax & Favor packaging any less? Hell no. Because anyone could do it and most don’t bother. Yes, there’s a time factor with writing the note. Yes, there’s a cost for that level of packaging, but by being creative and applying some thought, every brand out there can do things to make their customers feel special. To make their customers feel like they care and genuinely value their business. Definite food for thought. I’d love to hear your take on it all.

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