When Brands Apologize, Customers Often Listen and Forgive
Happy customers are loyal customers. But what happens when “surprise and delight” is actually “surprise and incite”?
Social media has raised the stakes for brands. Customers, most often angry ones, have a forum to air their grievances. I see it constantly on Twitter, and have admittedly participated myself, when air travel goes terribly wrong or quality falls short of expectations.
The good news is that it’s recoverable.
Brands that react swiftly, thoughtfully, and transparently are the ones who win. And by win, I mean they don’t necessarily lose customers as a result of their actions, inaction or missteps.
This week alone, two retailers were seemingly insensitive to their female customers and perceived as body-shaming the very people they want to empower.
Macy’s was called out in one tweet that received 48,000 likes and 6,000 comments for plates by a company called Pourtions that were highly controversial for their message. Intended to bring humor to the concept of portion control, the dinner plates feature a large ring that read “Mom Jeans,” a smaller ring that read “Favorite Jeans,” and an even smaller ring that read “Skinny Jeans.”
— Alie Ward (@alieward) July 21, 2019
Macy’s responded by apologizing and vowing to remove the plates from their stores. Of course, not everyone in the Twittersphere agreed with this decision. But it does show a sense of responsibility for its products and consideration for its customers.
Hi, Alie — we appreciate you sharing this with us and agree that we missed the mark on this product. It will be removed from all STORY at Macy's locations.
— Macy's (@Macys) July 22, 2019
Forever 21 also came under fire this week for sending Atkins bars in online orders with plus size merchandise. They’re not just good at fast fashion, but they also showed they can deliver a fast reaction.
In response to press coverage of the “snafu,” Forever 21 said:
"From time to time, Forever 21 surprises our customers with free test products from third parties in their e-commerce orders. The freebie items in question were included in all online orders, across all sizes and categories, for a limited time, and have since been removed. This was an oversight on our part and we sincerely apologize for any offense this may have caused to our customers, as this was not our intention in any way."
In this case, I think the word “test” is a critical one. If Forever 21 had done some market research and testing, perhaps it would have learned that a partnership with a brand like Atkins, that is depicted as a diet company, could be detrimental to its brand perception.
The merchandise you sell, the partners you align with, the sites where your ads run, the people you hire, the way you respond to criticism — all of these decisions impact your customers and shape your brand identity.
To err is human; to forgive, divine.
Jessica Nable's blog is focused on how companies can manage and improve their corporate reputation. With over 15 years of corporate, B2B, financial services, and technology communications experience, Nable is an experienced senior strategic communications consultant who helps organizations build deeper relationships with press, clients and prospects, current and prospective employees, and lawmakers. Reach her at firstname.lastname@example.org and connect with her on LinkedIn.