This week on NVTC’s blog, Kathy Stershic of member company Dialog Communications continues her Brand Reputation in the Era of Data series by sharing principle eight: actively demonstrating respect for your customers.
The final of these 8 Principles clarifies a concept implied across the other seven. To become and remain a successful brand, businesses must actively demonstrate customer respect. Just saying ‘We respect our customers!’ is not enough. Prove it.
This can take many forms, from being transparent and honest about data collection and sharing practices to moderating your outreach below the annoyance level to integrating this attitude into your culture and policies – and many other opportunities mentioned through these posts.
Disrespectful practices were often brought up in the comments I’ve gotten. One respondent noted that “I want to feel like a vendor respects my data as much as I do.” People do not like bait-and-switch, confusing changes to privacy policies or anything that feels sneaky. They don’t like the burden of responsibility to stop something, like too much email or too many pop-ups. When everyone is tired or busy from their own lives, wearing people down or hoping they won’t notice might produce a short term win, but not long-term loyalty.
Having a straightforward dialog with your customers – even the ones who are unhappy with you – is another way to show respect. Everyone messes up – own it! Apologize, make it right and move on. If it wasn’t your fault, but there’s a small cost to making someone feel respected anyway – do it! Nordstrom figured this out a long time ago.
Nothing about customers wanting to feel respected and treated fairly is new. What is new is the exponential increase in vendor relationships enabled through technology. With the tremendous choice the modern customer enjoys, utility, benefit, quality and value are now table stakes. A differentiated and trusted experience, that includes feeling respected, is what will stand out. Someone’s choice of your product or service is a privilege. One of the best quotes from the respondent feedback sums it up: “Respect the customer and the customer will respect you.”
Brand Reputation in the Era of Data: 8 Principles for Responsible Data Stewardship That Won’t Kill Your Customer Relationships
Brand Reputation in the Era of Data – Principle 1: Empower Customer Control
Brand Reputation in the Era of Data – Principle 2: Be Clear and Accountable
Brand Reputation in the Era of Data – Principle 3: Do Everything You Can to Protect Customer Data
Brand Reputation in the Era of Data – Principle 4: Mind Your Partners!
Brand Reputation in the Era of Data – Principle 5: Practice Customer Empathy
Brand Reputation in the Era of Data – Principle 6: Comply with All Applicable Laws and Regulations. Then Exceed Them.
Brand Reputation in the Era of Data – Principle 7: Apply Technology Thoughtfully