When your business has an issue impacting your trustworthiness with consumers, the sooner you address the issue, the better your chances of negating damage. That’s exactly what Apple did on December 28, 2017, when they addressed a problematic perception issue regarding battery life and product dependability on some of their older iPhones.
In response to a December 20, 2017 Apple’s statement to TechCrunch that some consumers took as vindication of their long-held belief that Apple intentionally slowed old devices to encourage sales of newly released models, Apple’s December 28th statement was meant to not only address the trust issue their December 20th statement had re-ignited, but to also smooth over any simmering disgruntled feelings towards addressing Apple customer concerns.
Whether their clarification statement and reduced out-of-warranty battery replacement fee soothe disgruntled customers over the long term remains to be seen, personally, it goes down in my book as the the unofficial ‘best apology of 2017’. As such, today’s business owners could learn a few valuable lessons from Apple’s handling of the situation.
1. Don’t Bury Your Head in the Proverbial Sand, Hoping a Consumer Issue will go Away
Pretending an issue doesn’t exist only hurts your credibility. The longer you avoid a troubling situation with your customers, the worse the problem is likely to get. You need to own it and this isn’t one of those times to be silent.
2. See the Problem From Your Customer’s Point-of-View
Corporate speak and making excuses will do nothing to soothe disgruntled customers. You must see the issue from your customers’ perspective if you are to have any hope of resolving the situation satisfactorily.
3. Let Consumers Know You’ve Heard Them (Genuinely)
Consumers want to know the companies they do business with pay attention to their concerns and complaints. Acknowledging their concerns is crucial in the harm-reduction process. A genuine, heartfelt acknowledgment goes a long way.
4. Apologize
Apologize for misunderstandings and poor company communications regarding the issues. While your legal team might offer advice on the specifics of an apology, it is critical for your company to offer a mea culpa regarding your missteps.
5. Develop a Solution that Fixes the Problem and Helps Rebuild Trust at the Same Time
It is imperative to fix a problematic situation and rebuild trust in your company at the same time. If you’re not making a concerted effort to rebuild trust in your business, chances are good consumers will ultimately take their business elsewhere.
If a world-renowned company like Apple can see the error of their ways and apologize for a consumer misunderstanding, you too can fess up to problems when your company commits a faux pas. Swallow your pride as a business owner, clarify how you plan to make things right, and double-down on rebuilding relationships with consumers. Anything less will do little to regain the trust of your loyal customers.