Trust is one of the most valuable assets in a business.
The Internet, the virtual universe, is not very different from the real world. And it doesn't have to be, because at the end of the day we are the human beings who coexist in both areas. For this reason, and although it pains us to admit it, the internet is sometimes a thick jungle infested with various toxic species and predators ready to devour you if you give them any chance.
Every day, sadly, through social networks and the media, we learn of cases of people who have been scammed on the internet. And the underlying issue is not how much money was taken from them, but the trust and credibility that the brands lost because of it.. And these valuable assets, surely you know, are not available in the supermarket.
"Do not promise something that you are not able to fulfill and fulfill everything you promised", is a phrase that Álvaro Mendoza, director of GlobalMarketing.com and a reference in the digital market for more than 20 years, repeats frequently. You may have also heard that “It takes 20 years to build a reputation and 5 minutes to ruin it”.
This is a phrase from Warren Buffett, one of the richest men in the world, who managed to build dozens of companies and a multi-million dollar emporium. He knows the subject, without a doubt. And one more: “If people like you, they will listen to you, but if they trust you, they will do business with you”. This is from Zig Ziglar, renowned American author, marketer, and motivational speaker.
Today, as various recent studies have shown, There are two characteristics that consumers most appreciate from brands: sustainable commitment (defense of the environment), on the one hand, and trust, on the other. Regardless of the quality of the product or service offered, the price or another factor, these two determine the purchase decision.
The problem is that there are companies and businesses that do not pay adequate attention to this issue of trust, of guarantees. And today they pay dearly, or they will pay for it later. Because consumers, who were already distrustful before, with what happened during the pandemic have strengthened their defense mechanisms. And they know that in the long game there is revenge.
Other edges of the problem
They do not know, or do not give value, to the powerful message transmitted by a phrase that is seen on the internet: “A drop of lies can contaminate a sea of trust”. And that was precisely what happened with many companies and businesses in recent years.. What happened? They took advantage of the pressing need of the market, also of the uncertainty.
During the pandemic, although it is hard to believe, many people turned to the internet. It is not that they did not know him, but that they hardly used a few of his resources, such as email and some social networks. Due to the crisis, however, thousands of people were left without work and in the confinement they had to resort to the internet, as a salvation.
In addition, many people who had never bought online had to do so in this period in which there were severe mobility restrictions. And the experience they lived, unfortunately, was not the best. In fact, in many cases it was chaotic. They were cheated, they lost the money and/or the time invested and, worst of all, they destroyed their trust.
To top it off, the crisis caused by COVID-19 led to another global crisis: that of the supply chain. Literally, there was a chain reaction which greatly affected the tasks of logistics, delivery of goods (timely and in good condition) and raised costs considerably. Of course, the big loser was the final consumer.
No one, absolutely no one in the market, is oblivious to this circumstance. It affects us all, although not everyone equally. Why? Because some, as we did in IOCA Group, for years we have implemented consistent strategies both to honor the guarantees offered and to respond to our customers for the requested requests.
This, and we say it with pride and satisfaction, is a differential that makes us unique in the market and that clearly distinguishes us from the competition. It is not one of many company policies that remain written on paper, but are not put into practice on a day-to-day basis.. It is, above all, a promise that we care to reflect with actions.
Perhaps like you, like so many consumers in the world, we have had bad experiences with non-compliant or low-quality products, or broken promises. And we also live the nightmare of claiming a guarantee. That's why, For years we have implemented a fast and effective system to prevent this process from being traumatic and ending in a conflict..
It was something we learned on the ground, applying that old and painful strategy of try and failure. We put ourselves in the shoes of our clients, of the final consumers, and we took on the task of implementing a series of actions aimed at ending this ordeal. We learned, we modeled the good that others did and we put our Personal Touch.
Today, thanks to that work, we can offer you an invaluable benefit: We manage the warranty fully. We are especially interested in you focusing on what really matters: serving your client. The rest, leave it in our hands, in the hands of the personnel that we have trained in this work and that has extensive experience with positive results.
These are some of the keys that have allowed us to successfully manage guarantees and that you can probably model and adapt to your business:
1.- Listen, first listen.
One of the most serious mistakes that companies and businesses make when a client complains is to assume a reactive attitude. They get defensive because they feel attacked and, instead of listening carefully to determine the source of the problem and find the best possible solution, they fight back. The result? A conflict is generated. Listen, listen first.
2.- Identify the problem.
It is not about looking for guilty or responsible, as most do, but to establish the origin of the problem, the cause, and find the most appropriate solution for the parties involved. This, of course, involves accepting the error, if it occurred, and expressing an honest and convincing apology.. Identifying the problem also allows you to implement the necessary corrective measures.
3.- Keep your promises.
The premise is simple: if damage (or discomfort) has occurred, however small, repair it! No delays, no excuses. Deliver what you have promised, to the letter. And, if possible, give a little more, offer additional compensation to that dissatisfied customer to turn that bad experience into one that encourages him to regain confidence and credibility in your business.
4.- Learn from your mistakes.
We are human and part of our nature is to make mistakes. It is unavoidable. The bad thing is when the negative behavior, the problem, is repeated over and over again without there being a solution, a corrective. That speaks very badly about you and your business and undermines the market's confidence in you. If you learn from your mistakes, you will not only avoid repeating them: you will also aim for excellence.
5.- Document the processes.
Memory, although wonderful, is fragile. Or, to put it another way, selective. We tend to forget the negative and, therefore, we stumble over the same stone again. When a customer expresses a complaint or demands a guarantee, document the process in writing. Thus, you will accredit valuable information that will allow you to establish the appropriate and effective actions.
Internet is a wonderful universe, perhaps you know it, surely you have experienced it. Nevertheless, Sadly, it must be recognized that it is a jungle infested with various toxic species. Thats the reality. In addition, in the complex machinery of the business world we are exposed to errors, to unforeseen events that generate unpleasant experiences.
It's part of the business, no doubt. However, at IOCA Group we also understand that it is our responsibility to respond to the concerns of our clients and, above all, to provide an effective solution. to problems that may arise. The proper management of guarantees is one of our specialties because we recognize the value of the trust you placed in us.