Did Marks & Spencer listen to the voice of their customers?
The UK's favourite retailer, Marks & Spencer, has garnered a lot of media attention recently following its decision to raise the price large bras by £2. The media I refer to is of course not only the tabloids, but social media and those vocal customers versed in using it to rally the crowds. Perhaps the best example of the groundswell is a Facebook group called Busts4Justice which as of today stood with over 17,000 members!
An organisation the nature of M&S - large, customer-facing, national/international - clearly had a business case to support their action, however, their reputation took a dive not only because of the decision they took, but the lack of engagement and consultation that took place ahead of making the decision and presenting the price hike to the public.
Social media allows consumers with a shared passion or common interest - in this instance large breasts - to hyper-connect and create unilateral campaigns that have been known to have an immense negative impact on reputation, brand trust and loyalty. Turn social media on it's head and it presents the perfect medium with which brands can engage in conversation and discussion with consumers, be it in an public or private environment.
As a business that helps and advises brands how to use social media to engage with consumers and staff, we take much from a story like this. The lessons to learn include:
Trigger the conversation, don't wait for it to happen - Before the announcement were made, but at the time of it being discussed internally, locate consumer that are already having conversations around this topic or subject, and invite them into a private conversation. These people will by their very nature be the most vocal and passionate since they are already sharing their views and opinions in the public domain. Knowing where to find them can take time and expertise, but the chances are there will be a public forum somewhere out there where they are already active.
Listen carefully - Once you've triggered a discussion, pay attention carefully and listen to the views and opinions of your customers. Use three ears to do it if necessary! Researchers and moderators have the necessary skills to do this as well as interpreting the information being shared, so consider using them.
Empathise - As the issue or decision is made public, continue to listen and acknowledge points that are being raised. Your Community Manager(s) should provide the voice of your brand at this stage.
Reward - Acknowledgement and involvement with the decision-making process are forms of reward, but there are many others. Loyalty schemes and price promotions are other forms that cab used (within retail businesses), whereby you nurture the customer relationships you have by offering them discounts on other associated products (in the case of M&S where the hike was publicised, for example).
The result of M&S not following some of these recommendations resulted in a very public u-turn, which despite giving customers their requests, left M&S bruised and with a new layer of distrust.