When things get rough..

There seems to be a growing trend of brand savvy customers becoming more wary than ever of insincere corporate apologies issued by emotionless committees, perhaps most recently publicised in the BP crisis, and thanks to social media they’re more able than ever to make your first strike count against you.

Yet, if you simply apply a little humility, making a mistake can actually lead to a better long-term relationship with your customers. 

Of course technical hi-cups occur and many on a daily basis, whether it be a minor hold-up or a colossal setback. And whilst Murphy’s law was a major difficulty in the past for PR teams, industry insiders reveal that a new wave of acceptance may be washing over the public and producing an entirely new way of building a good relationship with your customers , by failing them.

That’s not to say treat them mean keep them keen, far from it. Whilst customers in recent times do have a more evolved sensibility, and thanks to greater general knowledge regarding the nature of branding, slightly more realistic expectations, they nevertheless will not put up with bad service. Ruin their day through arrogance and lies and they will hunt you down on their nearest social network and and bury you under a ton of tweets.

But to own-up and admit you’re at fault is a different story, and one which could be your salvation. People aren’t stupid so don’t treat them that way. If handled in the correct way your mistakes can actually strengthen the relationship you have with your customers.

It does require something which most take for granted, but maybe not so much business: Honesty. Transparency is it, and with it customers will put up with mistakes providing you share with them some key pieces of information.

• You’re doing your best to fix this – constantly explain the progress through email, website, blog, and announce on Twitter. Just don’t wait until it has been resolved.
• Let them know you’ve learned your lesson - explain what went wrong, and what steps have been taken to safeguard against a repeat performance.

So there we have it. To slip up is human and if you respond in a candid manner and work hard to resolve the problem then customers will excuse this blunder, and may even feel more positively about you afterwards.

Of course mistakes happen but to prove you are an open and honest comapny and listen to customer complaints goes a long way. Just make sure you fully appreciate the influential standing of social media spaces through strategic digital pr and how they can be utilised to work in favour of your company when the ‘things’ hit the fan.