Any given day, a company (also any) discovers it is being targeted by an unusual number of customer complaints, users or consumers, whether on social media, specialized services and portals, government agencies
The red alert is on: it is necessary to alleviate the discomfort, find ways to circumvent the situation, solve the problems and (or) many times, try to just cover up the case so it doesn't escalate and reach, I don't know, in a Sunday TV program with high ratings as a negative example of the actions of evil companies
A crisis of this type falls into that category of harmful events, with a high chance of damage. It is not the only one, of course. Risk management areas can focus on issues ranging from executive kidnappings to large-scale fires, hacker attacks and even, increasingly popular, climate disasters. All of this goes through evaluations, analysis of insurance companies and others like them
Reputation is built brick by brick
In this picture, reputation takes on a prominent role. But the issue is that suddenly building a nice guy facade, out of nowhere, does not work
Reputation is not something that arises overnight. It is built slowly and steadily, brick by brick, with attention to details often overlooked in everyday life. Imagine a company where the receptionist is unhappy with life and receives (or treats) clients with rudeness or neglect. Even if it is about, in most cases, of a contracted professional, the heartbreak is already set. A mistreated consumer at the customer service center, a delay in delivery (or payment), clumsy technical assistance… each small point of contact can turn into a benefit or detriment to the reputation
Here at Percepta, one of our partners reports that he had, years ago, a problem with the car rental company Localiza. "I was upset and that's it", say. But this year he needed to use the backup car and was directed by the insurance company exactly to Localiza
"It doesn't matter the details", another problem occurred. Instead of Reclame Aqui, I went to the store where I picked up the car, I exposed the problem, the girl attended to me wonderfully well. But: I needed the response to my inquiry to be sent by email. I contacted Localiza, exposed this need and, again, I was surprised by the quality of the service, account
This is one of the best examples of how small things have the power to change an assessment
When it becomes even more necessary, when in a moment of crisis, it is this "balance" (or "debt") of reputation that will work in favor of resolving the conflict, be it whatever it is (or not, in the case of the "debt". Without better exploring this favorable capital, the management is already at a loss, thank you for building from day to night what should be sown daily, forcing the teams that take the field to seek virtual juggling to keep everything on track
Badly comparing, it's like literally wanting to put a band-aid on a broken leg. Of course there are professional teams with enough experience to replace the band-aid with orthopedic surgery, but the cost is high. The required time is long, the results arrive ahead, but by that time the damage is already done. That's why, old sayings as valid as they are fit here: in reputation, it is also grain by grain that the hen fills its belly, it is slowly that one goes further
5 fundamental points, among many others that can be explored to avoid a crisis
Any given day, a company (also any) discovers it is being targeted by an unusual number of customer complaints, users or consumers, whether on social media, specialized services and portals, government agencies
The red alert is on: it is necessary to alleviate the discomfort, find ways to circumvent the situation, solve the problems and (or) many times, try to just cover up the case so it doesn't escalate and reach, I don't know, in a Sunday TV program with high ratings as a negative example of the actions of evil companies
A crisis of this type falls into that category of harmful events, with a high chance of damage. It is not the only one, of course. Risk management areas can focus on issues ranging from executive kidnappings to large-scale fires, hacker attacks and even, increasingly popular, climate disasters. All of this goes through evaluations, analysis of insurance companies and others like them
Reputation is built brick by brick
In this picture, reputation takes on a prominent role. But the issue is that suddenly building a nice guy facade, out of nowhere, does not work
Reputation is not something that arises overnight. It is built slowly and steadily, brick by brick, with attention to details often overlooked in everyday life. Imagine a company where the receptionist is unhappy with life and receives (or treats) clients with rudeness or neglect. Even if it is about, in most cases, of a contracted professional, the heartbreak is already set. A mistreated consumer at the customer service center, a delay in delivery (or payment), clumsy technical assistance… each small point of contact can turn into a benefit or detriment to the reputation
Here at Percepta, one of our partners reports that he had, years ago, a problem with the car rental company Localiza. "I was upset and that's it", say. But this year he needed to use the backup car and was directed by the insurance company exactly to Localiza
"It doesn't matter the details", another problem occurred. Instead of Reclame Aqui, I went to the store where I picked up the car, I exposed the problem, the girl attended to me wonderfully well. But: I needed the response to my inquiry to be sent by email. I contacted Localiza, exposed this need and, again, I was surprised by the quality of the service, account
This is one of the best examples of how small things have the power to change an assessment
When it becomes even more necessary, when in a moment of crisis, it is this "balance" (or "debt") of reputation that will work in favor of resolving the conflict, be it whatever it is (or not, in the case of the "debt". Without better exploring this favorable capital, the management is already at a loss, thank you for building from day to night what should be sown daily, forcing the teams that take the field to seek virtual juggling to keep everything on track
Badly comparing, it's like literally wanting to put a band-aid on a broken leg. Of course there are professional teams with enough experience to replace the band-aid with orthopedic surgery, but the cost is high. The required time is long, the results arrive ahead, but by that time the damage is already done. That's why, old sayings as valid as they are fit here: in reputation, it is also grain by grain that the hen fills its belly, it is slowly that one goes further
5 fundamental points, among many others that can be explored to avoid a crisis
- Be the strategic guardian of your brandmonitor the health of your brand over time, follow what is being said about the company on social media, in the press, by your business partners and on review sites
- Proactively manage customer and employee feedbackit is of no use to encourage customers and employees to give feedback if the response to complaints is not quick and the resolution of problems is not timely
- Communicate directly with each of your stakeholders, personalize your messageensure that the company's communication is clear, honest and transparent with all stakeholders, including clients, partners and employees. Avoid promises that cannot be kept
- Employee training and values alignmentto ensure that all employees are aligned with the company's narrative and prepared to represent the brand appropriately. The behavior of employees has a great impact on external perception
- Take Care of Your ESG Narrativedevelop actions that have synergy with the company's values and that are maintained according to the brand's purposes and the expectations of its audience
