This is exactly why I chose a particular camp for my daughter this summer. It was a brand I trusted from a previous experience with their preschool/daycare. They could always be counted on to communicate what was happening each week. They were great about sending home monthly calendars, weekly newsletters to hear about how lesson plans went, daily reminders about what to bring the next day, and even email reminders to reinforce messages. You may think this was over-communicating, but I really appreciated all that interaction with my hectic schedule.
So the first week of summer rolls around and I haven’t heard from the camp. “Did I accidentally forget to register for the first week?” I asked myself. I felt certain I could trust them to send a welcome email before camp started. I called and sure enough I had registered and my daughter missed the first week of camp! Where was my reminder email? How was I supposed to know what my camper needed for the week?
After several phone calls to understand where the breakdown was, they informed me that they have no systems in place to trigger welcome emails or reminders to parents. This would have been helpful information to know when I registered for camp. How can I trust them if they couldn’t even explain this when I registered and they offered no solution for the future?
Wow, they are missing many opportunities to restore trust!
Consumers also lost trust in Mattel in 2007 when they had to recall toys made in China not once, but twice because of lead paint. Mattel took quick action to regain the public’s trust. To start, the CEO publicly apologized and announced a new three-point check system. Next, Mattel didn’t hide behind the recalls. They used attention-grabbing ads on sites like Yahoo to alert customers and explain how to return the recalled products. Lastly, they have a Consumer Relations Support Center on their website to provide extensive details about recalls which reinforces transparency and helps rebuild trust.
What do you do to maintain trust and communication with your customers?
P.S. Fisher Price announced a recall today via Facebook and provided customers with a link to their Customer Support Center tab on Facebook. What an excellent way to build and maintain trust through social media communication. And a customer has already given Kudos! Well done, Mattel.