“Human nature dictates that people have a hard time…really trusting other humans who (pretend to) have no weaknesses, flaws, or mistakes.” ~ Flawsome, Trendwatching
It’s the flaws that show the character and the quality of a company. Not that we’re looking to make mistakes, but the truth is, mistakes happen. And how you deal in the tough times can set you a part from others in your industry. I just finished reading the March 2012 Trend Briefing, FLAWSOME. Turns out that being human is in. Cool, since we can’t be anything else.
According to Trendwatching:
“Flawsome is…about having a mindset that consumers can relate to.”
That includes being open (transparent), personable (relatable) and honest (sincere care and concern). So, how do you make the most of your flaws?
Act Like You Care
Empathy and a position of humility can go a long way. People need to feel like:
- you hear what they’re saying,
- you care about what they’re going through and that
- you plan to do something about it.
I’m not sure that arrogance serves us well in regular life, but I’m certain it’s a terrible idea when your company has created a possible error. Even during the investigation phase, act like you care and communicate that concern. Just be sure to teach your people to do the same.
Don’t make them wait. When there is a complaint on the table, find out what happened, how it happened and how to keep it from happening again. And then let the person with the complaint know as soon as possible.
Talk Like a Human
According to TrendWatching, it’s about “human brands…brands with some personality.” So when you communicate with your customer, sound like a human and not a robot. We are not perfect, we cannot be perfect, but here’s a secret — if you choose to, you can “out care” the competition. And that gives them something else to talk about.
Make Real Changes
It doesn’t matter how nice, empathic and humble you are if you keep making the same mistake. So take real efforts to solve the problem in order to avoid future issues. At the same time, how you talk to your clients during and after a complaint carries weight. Going silent is usually a bad idea. Communicate well. Communicate often. Ultimately, choose to care about your clients because it’s the right thing to do and it’s good for business.
The Trending Brief is filled with examples of companies who are flawsome and foolish. My favorite is the Domino’s Pizza Turnaround.
Embrace Photo via Shutterstock
In addition to acting like you care – actually do care. It may not be glamorous, but actually have a little heart and understanding.
Robert is right. Good marketing is a 24 hour business.