Telecoms company Eir discovered the expression that there's no such thing as bad publicity doesn't always ring true..
Each year, The Reputations Agency publishes the RepTrak report, which examines the reputation of 100 well-known organisations and businesses in Ireland. According to the CX Academy, research has proven that customers will tell 3 or 4 others about a great experience, but they will tell 10 or more about a terrible experience.
"If the story makes for compelling viewing and goes viral or the person who had the negative experience is well known, forget potential, it will have a huge negative impact full stop."Eir chose to ignore customer complaints when in reality the feedback could have proved fruitful, according to experts.
"Conversely if a company engages proactively in its customer service offering these positive touchpoints can result in increased levels of trust, endorsement and advocacy which are all drivers of a strong reputation." She said the main message for consumers was:"You are entitled to lodge a complaint. You must get a complaint reference. You must get an acknowledgement within two days."
"When we look at the bottom five performing brands in our CX table, they are brands known to be fixated with shareholder value, while the top ten companies are genuinely committed to helping their customers every day." "It requires a laser like focus on the areas that have the biggest impact on the customer’s perception of your reputation," Mr O'Síocháin said.