Publicising complaints to boost your brand
How do you solicit customer feedback, how do you track it and manage it, and how do you respond to complaints? Probably, like most companies, it’s a Cinderella business process, conducted out of the spotlight. Some online trading sites (eg. Trade Me) have public buyer and seller ratings. But what if you’re a “real” business, dealing with hundreds or thousands of customers? I’m quite taken with how London shirt maker Charles Tyrwhitt does it. I normally buy shirts in-store when I’m in London, but I’ve started using their online shopping site. Once my order was shipped, I received an email linking me to a online customer feedback service run independently of CT by Feefo. I could rate each product and service, as well as post a comment. I could browse all the other (anonymous) customer feedback (overwhelmingly positive by the way), and see CT’s responses to complaints, which within 24 hours typically apologised for any dissatisfaction, explained what had happened, offered no question refunds if required, promised an immediate followup by email/phone to understand more, and so on.
Showing complaints and replies in public, balanced with all the positive feedback, credibly portrays Charles Tyrwhitt as a concerned and responsive company wanting to look after its customers, and making no bones about it. You can also see the other companies using Feefo, and I expect this has a community endorsement effect. I’ve certainly started looking at what those other Feefo clients have to offer.
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