To ensure you’re quickly and efficiently catching harmful narratives or damaging customer complaints in their earliest stages, invest time and resources into proactively monitoring all corners of the internet, including conversations and narratives that may be relatively low volume.īy ringing the alarm bell to a potential problem as early as possible, you can ensure your brand is developing the appropriate response to prevent a costly crisis and accurately weighing the potential risks. Lisa Roberts, chief marketing officer at AI software company Yonder, said executives can learn these additional lessons from how General Mills responded to the Cinnamon Toast Crunch crisis. However, when a consumer comes to a brand with a serious complaint/inquiry, bouncing back with a blatantly canned response is off-putting. Social media has forced many companies to leverage automated responses and standardized language to keep up with demand to stay on message. Have The Right PrioritiesĪutomated responses have a time and a place, but transparency and sincerity are key. We’ve come a long way from “the customer is always right” but that’s not to say brands should come across as dismissive. Note: even if a conversation is brought to a direct message, remember that everything is ‘screen shot-able.’ Don’t MinimizeĪvoid minimizing or dismissing claims made by consumers. It’s much easier to have these resulting conversations via phone rather than on social media. It’s important to move conversations away from the public eye, not for the sake of secrecy, but to allow for detailed information gathering and discussion of next steps. Go OfflineĪlways attempt to bring the conversation offline, or at the very least, bring it to a private forum. when dealing with crisis response and reputation management online-and where General Mills went wrong.” Move FastĪct quickly, but gather as many details as possible before responding. Meyers recommended keeping the following advice in mind, “. was mistaken and had no grounds for the complaint.” Advice For Business Leaders their conversation to be viewed and reacted to by the entire Twitter-sphere.” In addition, she said the company indicated the consumer “. Meyers noted that the cereal maker responded to the consumer’s concerns on Twitter via public reply, which allowed “. We’ve seen it time and again-someone will send out a negative Tweet about a company, the brand will reply, and the world will ask, ‘Who OK’ed that response?’ Despite years of seeing the repercussions, brands continue to make mistakes when it comes to addressing and resolving claims. the debacle highlights significant, yet common, missteps companies take when dealing with consumer complaints online. is more of a lesson in crisis response and reputation management in a digital world than it is in food safety specific communication.” Common Missteps She said the situation involving Cinnamon Toast Crunch, “. Laura Meyers is senior manager of corporate communications at The Bonadio Group, an accounting and auditing firm. Britton, who was part of the leadership team at American Airlines that r ebuilt the brand after 9/11, said, “Airlines and other transport companies prepare crisis-response plans across a wide range of scenarios, then exercise them regularly to improve performance when a real crisis happens. It’s clear from General Mills’ clumsy handling of this week’s cereal-contamination allegation that they don’t do that.”īritton added that another best practice is to assess performance after the crisis abates, and use that learning to improve response plans. “Feedback loops are essential to effective crisis management,” he said.
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