PR pros should acknowledge lousy customer experiences and face all interactions to humanise the brand.
Instead of shying away from addressing bad customer experiences, communication experts should show empathy for the situation. PR pros should acknowledge their part in the situation and validate the customer’s feelings.
Along with finding a solution that satisfies the customer, brands should show they would amend their policy to avoid delivering such bad experiences in the future. Instead of deleting the traces of the problem, brands should replace the incorrect information with an accurate update along with an apology note.
Create a crisis response playbook to avoid panicking situations during difficult times. If the brand is not at fault or it is accused of being racist or homophobic, conduct an investigation, maintain transparency, offer to work together to find a solution and be human.
[7 minute read]