You value your customers, but let’s face it—some can be a thorn in your flesh.
Whether it’s constant complaints, unrealistic demands, or a tendency to overlook the bigger picture, dealing with difficult customers is an inevitable part of running a business.
But has your company ever plunged into a potential crisis, expecting the worst from these challenging customers, only for them to offer you solutions instead?
Achieving such unexpected outcomes requires effective messaging.
My Story
Sometime back, a company I worked for faced relentless attacks from bloggers who spread a blend of falsehoods and exaggerated claims, tarnishing our reputation. While some issues were beyond our control, others stemmed from our customers’ actions. As the saying goes, “The customer is always right.”
Imagine a customer you served over 50 years ago returns today to collect some critical documents they never picked up. Could you provide them within a day or two? Probably not. It could take days, weeks, or even months, given that operations were manual back then.
In response to the bloggers, a crisis communication team was swiftly assembled to develop a counter-strategy. After an hour-long meeting, the team agreed on the need for a response but debated the method, tone, and delivery channel.
In crisis communication, the type of response is critical and can include apology, denial, corrective action, justification, silence, or evading responsibility, among others. Quick decision-making in such moments is always crucial.
In this article, I’ll outline how we navigated negative publicity, sharing the steps I took and the lessons I learned.
Press Statements in Crisis Communication
Press statements are vital tools in shaping the narrative, dispelling misinformation, and reassuring the public. A well-crafted press statement can address concerns, clarify facts, and provide essential information without admitting liability.
However, some companies fear such statements might draw more attention to the issue, potentially exacerbating the situation. The last thing any company wants is to appear as if they are admitting liability before a proper investigation is concluded. Yet, silence can be equally dangerous, as it may be perceived as an admission of guilt.
Whichever way, your goose is cooked. The question to ask is: Which is the lesser evil?
In our case, a response was our lesser evil.
Message Design: The Power of Framing
Customers often aren’t aware of the challenges a company faces in its operations, and understandably, no company wants to reveal all its internal struggles. This is where PR specialists come into play, using the opportunity to connect with clients through storytelling.
Framing is crucial—presenting information in a way that highlights certain aspects while downplaying others. This can significantly influence how your audience interprets your message, the emotions they feel, and the decisions they make.
In my journalism class, I learned that a good story should connect with the audience’s personal feelings, inspire sympathy, offer hope, address both real and imagined threats, reflect on struggles, evoke happiness, and encourage a shift in perspectives.
To achieve these goals, we followed these FIVE steps to tailor our messaging:
Step 1: Scenario Setting
We began by painting a clear picture of the staff who are directly serving clients. These employees often work long hours, extending beyond their scheduled shifts, are constantly on the move, and are overwhelmed by the sheer volume of clients. Some juggle multiple tasks simultaneously—answering calls while attending to online queries, all in a bid to provide the best possible service under immense pressure.
Step 2: Origin of the Crisis and Opportunities
Next, we addressed the root of the crisis and highlighted the opportunities it presented. This situation showcased the high demand for our services, indicating the strong trust our clients have in us.
Step 3: Addressing Customer Contribution to the Crisis
We then focused on how customers contributed to the crisis and what they could do to help resolve it. For example, some clients delayed collecting their documents and only showed up at the last minute, creating bottlenecks. It was essential to address these customers—those who left their documents uncollected despite repeated reminders. We emphasized the need for clients to be proactive and timely in their interactions to prevent similar issues.
Step 4: Contextualizing Historical Issues
We acknowledged the historical challenges that contributed to the situation, particularly the slow pace of digitalization. For a company like ours, which has been around for over nine decades, it’s understandable that not all records would be immediately accessible in digital formats. We used this as an opportunity to explain the complexities of transitioning from paper-based to digital systems, appealing to customers to appreciate these challenges.
Step 5: Highlighting Company Achievements
Finally, we had to toot our own horn and highlight our successes in addressing customer needs. This was the perfect moment to talk about our automation of services, making customer data more accessible and reducing wait times. Additionally, we hinted about our big plans including decentralization of services, which will undoubtedly enhance efficiency in service delivery.
Impact of the Message
When we published the 600-word article and shared it online, it generated significant engagement, attracting numerous comments, shares, likes, and debate. From a communication standpoint, the strategy was largely successful. Most clients appreciated the steps the company took to address their concerns.
The key message I gathered from all the discussions was that significant progress was being made to resolve their issues. The emotional appeal also proved effective, as many customers expressed sympathy for the overstretched employees and even suggested that the company hire additional staff to alleviate the workload.
One client commented: “It takes time to get some services, however, the institution remains my company of choice again and again.”
In the end, the crisis was effectively managed, as clients were reassured and well-informed.
Key Takeaways:
1. Transparency is a Double-Edged Sword: Transparency, when used correctly, can promote trust and engagement. It’s crucial to balance openness with strategic messaging to maintain credibility while protecting the brand’s reputation.
2. Storytelling as a PR Tool: Humanizing the brand through storytelling made complex issues more relatable. This approach resonated emotionally with customers, making them more receptive to our message.
3. Proactive Problem-Solving: Using the crisis as an opportunity to highlight historical challenges and ongoing improvements demonstrated a proactive approach, shifting the narrative in our favor.
4. Customer Involvement in Solutions: Engaging customers in the problem-solving process not only helped address their concerns but also reinforced our commitment to listening and responding to their needs.
5. Managing Mixed Reactions: Not all customers will be satisfied, even with the best efforts. It’s important to maintain a consistent and positive message while being open to feedback, even when it’s critical.
Conclusion
Every crisis presents an opportunity for PR to shine. The true strength of PR teams lies in their ability to transform these challenges into strategic actions that not only counter negative publicity but also enhance the company’s image. While effective communication can provide a crucial reprieve, allowing the company to address clients’ real concerns and protect its reputation, PR alone is not a long-term solution. Companies must take deliberate steps to resolve customer issues at their core, ensuring that PR efforts at the front end are supported by genuine improvements at the back end.
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