Tag Archives: consumer

honesty

Copy candor

How many times do you feel you’ve been mislead and let down in an advertisement, especially when ordering from the internet? This may well become less frequent  now that the digital world has come under the remit of the Advertising Standards Authority with strict new codes, bringing it in line with off-line advertising.

This is good news for the consumer but is something of a wake up call for companies to ensure that websites are ASA compliant. The new regulations call for all online retailing, advertising, sales promotions and direct marketing to be accurate and honest about a product or service. Claims that promise to double your income, are risk free, or advertise schemes that will deliver overnight results are outlawed. A guaranteed delivery assurance has to show clearly under what conditions this may not be met. Bait and switch offers where an advertised product is no longer available and a higher priced item substituted will contravene the new code. If the special offer is no longer valid it should be removed from the website. The ASA by the way, doesn’t differentiate between marketing which sets out to deceive you from that which unintentionally fails to reflect the true facts and leaves the consumer with the wrong impression.

The regulations state that a company should avoid exaggerating statements and must hold documentary evidence supporting claims of how much a consumer can save by purchasing a product or service. So called ‘testimonials’ displayed on a web page will be closely scrutinised for validity. Viewing a new website recently for a local care home which isn’t due to open for another month, showed testimonials from a ‘relative’ enthusing on how well Dad is being looked after, and another on how friendly and welcoming the staff are on every visit. As the home isn’t yet operational and has no residents, this is an obvious contravention of the ASA code. Customer reviews and testimonials have to be supported with written evidence of the recommendation and the name and address of the person supplying the testimonial must be available on request.

Now we come to the social media platforms! The new regulations for online marketing also includes all unpaid advertising and marketing communication through networking sites such as Facebook, Twitter, You Tube or Linkedin which is under your control. You are now longer free to post derogatory comments about a competitor (as if you would)! The code states “Marketers must not unfairly portray or refer to anyone in an adverse or offensive way unless that person has given the marketer written permission to allow it”. That’s unlikely to happen then!

Where does it leave those of us with a website? The regulations came into force earlier this year on March 1st and companies have been given 6 months from this date to comply or face being named and shamed, have their paid-for search advertising removed and the ASA may place advertisements online highlighting an advertiser’s non-compliance. Essentially this would mean that if your company name was typed into one of the Search Engines the warning about your false or misleading marketing would come up first. Bear in mind that Google have donated considerable seed funding to the implementation of the new regulations.

It’s essential that you read through the code  thoroughly and then review your website copy ensuring you’re able to back-up all of your claims. Remove anything which you can’t substantiate or which you believe falls into a grey area, or for peace of mind have a professional health-check carried out on all of your website copy.

Honesty will definitely be the best policy!

riding

Good customer service

One of my favourite poems ‘How They Brought The Good News From Ghent to Aix’,  written in 1838 by Robert Browning, begins with the line “I sprang to the stirrup, and Joris, and he; I galloped, Dirck galloped, we galloped all three”. The fictitious incident telling of the news which alone could save Aix in Flanders from its fate came into my mind when I decided to put down a few thoughts on customer complaints.

Way back in Browning’s time all news; both good and bad took an age to reach the intended audience. Now, with no need to saddle up, the message travels at a lightening speed, by email, internet and the viral medium of the social media sites.

Jeff Bezos, the founder of Amazon has said that if you make six customers unhappy, they might each tell 6 friends. If you make six customers unhappy who have access to the internet, they can each tell 6,000 friends globally. It makes sense that if the complainers had been offered support for the problem when it occurred it’s unlikely they would have felt the need to tell the world about how unsatisfied they are. Poor customer service is like a smoldering fire waiting to ignite and spread out of control if it’s not checked. Statistically it’s said that you only need two or three negative comments to change a consumer’s mind about your service or product.

Staff who may not be directly involved in selling still need to be aware of the value they can add when engaging with the customer. Exceptional service begins at the first touch point, often with a telephone call. If the initial response is offhand or brusque, the caller is likely to assume that this is an indication of the poor level of service throughout the company. Many years ago I had an office junior who when asked if anyone had called the office, replied. “No. Apart from a man”. When I asked for his name, her response was simply “Just a man”. I’d guess that not a lot of communication went on there then! It still pains me to recall it today, imagining that it may have potentially been our very best customer ever in the history of the business.

I try to make an effort to be polite and friendly to all callers. They may be attempting to sell me something today from a call centre in a faraway land, but tomorrow the same person may be a corporate CEO and a dream client. The last thing you want to read on Twitter or other social media sites is how poor a response someone has experienced when dealing with your company. If they’ve been unable to get through to you they may well find that complaining over the internet saves them from having to sit on hold waiting to speak to someone, or even worse, listening to an impersonal answer phone message. If that happens, you’ll not be pacifying just one dissatisfied customer, but potentially hundreds if not thousands who now have a negative view of your business. Get it right however, by creating a good experience at all levels and points of contact and the positive message will spread far and wide.

By the way, has anyone tried riding the 95 or so miles from Ghent to Aix at gallop speed on one horse with no rest breaks to deliver a message? Now that’s what I’d call good customer service.