There is a growing movement in corporate communications to let your customers see your whole personality — warts and all– and humanize your image. Marketing media is no longer a one-way channel, customers can respond to your message almost as fats as you put it out there. There is a conversation going on about you, and its in your best interest to join in.
Contrary to what you might feel in you gut, customers feel better about companies when they can read both good and bad comments about it. In fact, a recent survey shows 68% trusted reviews more when there were both positive and negative statements.
Not only that, but opening yourself to comments gives you fast, open feedback that cab help you improve your products and service. And its been shown that customers value honesty and openness more than the illusion of perfection that sparks cynicism and disbelief.
This movement even has a kicky name (as all marketing trends must): flawsome. I can’t say I’m behind the name, but I can totally get behind being brave enough to tell the truth about yourself. And to that end, here are a few tips to show your flawsomeness.
- Be open. Enable comments on your communications, and reviews on your products. If there are open forums where your customers gather, join in the conversation.
- Be transparent. Share reviews from other sources. Acknowledge mistakes and communicate your plans to repair them. Don’t try to hide errors, because they will be found and waved in your face.
- Be responsive. Embrace the feedback, both good and bad. Not everyone is going to like you, but how your listen to and react to these people will show your strengths and might even convert some of the ‘haters’ into customers.
Your company spends a lot of resources and effort to tell people that its awesome, and perhaps opening yourself up to your own humanity might help them believe it. No matter what, closer engagement with your customers can only make the relationship stronger– flaws and all.Tags: