Why I Don’t Trust Your Brand

By: The Clarabridge Team

November 3, 2017

Clarabridge Analytics
Clarabridge Engage
Contact Center
Customer Experience
Customer Journey

As the holidays near, I’m back in that mode where I’m considering making ridiculous purchases from all types of companies. Of course, with access to reviews, social media and other online information – I’d never complete a purchase with a company I can’t trust.

As a consumer, there are a few red flags I always look for when considering a new purchase. Here are a few of them:

They don’t have influencer credibility

Spreading news through word-of-mouth has evolved from telling your neighbor how great your new blender is over coffee to telling hundreds of thousands of people by sending a tweet. Social media is a great place to see how people are responding to a product or service – and what (if anything) the company is doing to address any concerns. I don’t just go to a company’s page – I check out their mentions and tagged photos to really get a feel about how the product might arrive, where it falls short, etc. One red flag is usually when there aren’t any tagged posts or mentions. While there are ways that businesses want to mitigate being tagged in spam posts (especially on Instagram) if I see that you’re curating the types of mentions visible – it’s a huge red flag to me. Remember, your influencers aren’t just bloggers with millions of followers- your influencers include anyone willing to publicly engage with your brand, and if you choose to silent them instead of assisting them- people notice.

They don’t respond to complaints (on social media, review sites, etc.)

Things happen. Products take a little more time to ship, customer service isn’t the best, and customers at some point frustrated with your product or service. These could be considered moments of truth. If and when someone publicly complains, the worst thing you can do is ignore it. When I see companies failing to address complaints or concerns head on- I assume, and rightfully so that you’ll likely ignore me as well if I have an issue.

They’re always trying to sell me something

Ulterior motives are a major turn off. I prefer to buy from companies that are not only knowledgeable about their products, but their industry as a whole. Of course, there’s a time and place for cross/upselling –  but you should never try to sell me something before you’ve said hello.

Social media analytics and listening can seem overwhelming to businesses big and small. With the right all-in-one tool, you’ll be able to streamline social listening, publishing and customer care in one fell swoop. People don’t just buy products, they purchase experiences. Do you know what type you’re providing them? Request a demo today to see how you can craft trustworthy experiences through social engagement.