Another Look—Four Tips for Turning Around a Poor Brand Perception
A stellar brand reputation…it’s what all organizations strive for. With one, you’ll likely reap the benefits of loyal customers, repeat business, higher profit margins, and a consumer base that shares positive word of mouth experiences. But, what happens when brand perception takes a dip? That’s right…those invaluable customers aren’t so anxious to connect themselves with your organization any longer. While things might feel dismal, all is not lost! With this topic in mind, we are excited to bring back one of our most popular posts. And since creating a stellar reputation is something that never goes out of fashion, we wanted to re-share this content with you. We hope you'll find some new inspiration to help tell your brand story in the most compelling way.
A Bad Rep Hurts
Nobody wants a bad rep. Personally and professionally, there is a lot riding on how others perceive you. When it comes to business, all brands have a lot to lose if consumers have a negative perception of them—just consider these two findings:
- 96 percent of unhappy customers don’t complain, however 91 percent of those will simply leave and never come back¹.
- A dissatisfied customer will tell between nine to 15 people about their experience. Around 13 percent of dissatisfied customers tell more than 20 people².
There’s no argument —brands need to deliver great experiences to ensure they establish a positive reputation among target customers. But, what should a company do if they aren’t viewed in the best light? Well, one of the best and most effective ways to turn around a poor brand perception is to start with the source—the customers.
The most important thing to do is create a strong customer engagement. Whenever your customer interacts with your brand—whether online, in store or on the phone, they must be handed an excellent experience. To add more power to the punch, be sure your strategy is supported by great contact center technology. The type of technology you choose to create the most effective and efficient contact center for your brand is very important—after all, this is often the first impression your customers will get. So it better be awesome!
Four Tips to Follow to Elevate Your Reputation
There is no shortage of articles offering tips and tricks on how to engage your customers and make sure they have a strong affinity for your brand. Since you don’t have time to read all of them, we did it for you! Below you’ll find a shortlist of four top tips. Of course, this isn’t an exhaustive list and there is always something new to learn—but you have to start somewhere,
- Kick up your content game. Do a search on content and you will find phrases like “Content is King” just about everywhere. And that’s because content has become a cornerstone of how to effectively engage your audiences. Not only do you need to make sure your content is mapped out for all parts of the buyers’ journey, but you need to hit them where they are consuming content—and that’s not just ONE place. This 1to1 Media article pointed to the importance of having content that is digestible through multiple channels. The reason for this is simple—consumers are looking at content on computers, on smart phones and on tablets. So if you’re not producing something that crosses all these screens, you need to get on that, stat!
- Get more social. Jennifer Schiff wrote an article for CIO highlighting seven ways to use social and opened with, “As many organizations already know, social media can be a powerful customer relationship tool, driving traffic to your brand. It can also damage your brand when not used properly.” Social media and its continued evolution have transformed the customer service industry. Customers are engaging via social platforms to compliment, complain and even troubleshoot. With these new avenues open and filled with active audiences, brands should capitalize on social media as a means to engage with their customers. If you’re not doing it yet, you should—your customers will really appreciate it if you interact with them via these channels.
- Maximize mobile. Mobile is more than just a convenience. Today, this platform is being used all the time to consume information, conduct business and buy, buy, buy. In an Entrepreneur article, the author points out, “Mobile can do far more than just bring your brand’s image to new audiences—it can help build it and even save it from the occasional PR crisis.” So when updating your website, make sure it’s mobile-ready. Consider offering coupons to customers who opt-in to receive text messages to their smartphone or create an app to ensure your experience extends seamlessly to mobile devices.
- We said it before and will say it again—choose the right contact center technology. Consumers today have high expectations for customer service interactions, whether by phone, email or social—so be sure to give them what they want! The brands that will succeed in facilitating positive brand perceptions are the ones who invest in contact center technology that empowers managers to solve customer concerns in real-time, helps representatives filter calls to the right experts so customers get problems solved faster, and offers recording and quality management tools that enable everyone at the contact center to elevate their game. Yes, the right contact center technology can do all of this and more.
Do you have another tip that is helping your brand’s reputation soar through the roof? Let us know! Or, do you want to discuss how your contact center strategy can be adjusted so you too can knock it out of the park? Drop us a note at firstname.lastname@example.org.