In the past, companies were better able to survive reputational crises, but no longer. With the advent of the internet and new ways of selling, The fact that every company or brand must have an action protocol means that, if it does not have one, the consequences could be serious..
A reputational or communication crisis is a problem that needs to be solved as soon as possible.
Such a problem can originate in a number of places, such as poor return policy, late shipments, fraud and chargebacks, etc.
It is therefore important to find out where the crisis is coming from in an agile manner in order to act effectively.
Whatever the size of the eCommerce business and whatever its sector, it will have to work to find a solution and regain its pre-crisis position.
One of the first things needed to get back to normality as a company, and after having suffered a reputational crisis, is the course of time.
It takes a period of time to return to the starting position and to the image prior to the reputational crisis.
Thus, after the emergence of social networks on the internet, consumers behave differently.
Social media has meant that consumers can have a more direct way of communicating with the company to make demands.
The consumer is now called prosumer, which means creator and consumer of content. This new profile is characterised by be more demanding, have more information at hand thanks to the internet, compare products, all of which is useful for decision-making.. As a result, brand loyalty is not as strong as in the past.
Tips for getting back to normal after a crisis
Therefore, every eCommerce should be prepared and have an action protocol. Some tips on how to get back to normal after a crisis are as follows:
- Acting swiftlyIt is clear that the first step is to act as quickly as possible in order to prevent the problem from escalating. Thus, detecting the source of the problem is a good start, as it will give us the necessary information to know how to act, what tools to use and implement, as well as the most useful and efficient strategy to apply to the case.
- Don't try to escape the pastShow that the company goes far beyond the mistakes it has made and that it has other interesting facets. In order to highlight these facets, it is important to analyse the cause and origin of the crisis, as well as to assess the damage caused.
- Learning from mistakesWe should always learn from our mistakes, as this will allow us to detect negative aspects and improve them, as well as to rethink new facets. It is very important to create a strategy for action in the coming days and after the reputational crisis, with good communication and, if necessary, an apology to the affected customers.
- Show that you are working to solve the problemWe must monitor how the crisis is behaving. The use of social listening tools is important to keep track of the brand and know what is being said about it.
- PatienceWe must be aware that recovering reputation after a crisis is not a quick turnaroundIt takes time, as we must win back consumer confidence in our brand.
- Taking actionLast but not least is the adoption of measures, both focused on solving the problem and preventive measures for the future, ensuring that a crisis such as the present one does not happen again.
Finally, while there are many solutions to a reputational crisis, prevention is the best solution. Having a previously prepared action plan will allow us to anticipate them, reducing the effects and, in many cases, managing to prevent them from occurring..