3 reasons why Wendy's missed the mark by not responding to customers:
shared about it on Instagram, asking fans to focus on the labor issues instead of the spicy chicken nuggets. While Wendy’s was busy soaking in the praise over its nuggets, it ignored the protests over its unethical actions.1. Every customer counts. Wendy’s made the cardinal sin of only responding to positive messages from its customers. Every customer counts, no matter if they love or hate the brand.
2. Take ownership of controversy. Authenticity and transparency are key to surviving any crisis. Ignoring news that it supports unethical farms won’t make the claims go away. If anything, it ignites the protestors even more and gives the idea that Wendy’s has something to hide. Wendy’s needs to take ownership of the controversy by addressing the charges and its customers, even if that means admitting it made a mistake.
3. Start a conversation. The beauty of social media is that it allows brands to be accessible and have conversations with customers. However, those conversations need to happen with all customers. Wendy’s did a great job talking to supportive customers, but it also needs to have a conversation with customers who aren’t as supportive. As Wendy’s stays silent over the controversy, customers on Amy Schumer’s Instagram are having a real conversation about the issue.
A brand’s reputation depends on how it responds to and interacts with customers. Wendy’s missed the mark by choosing to only respond to positive press. It’s a move that could seriously hurt its image and add fire to the protests. Blake Morgan is a keynote speaker, customer experience futurist and the author of two books including her new"The Customer Of The Future." Stay in touch with her weeklyI am a leader in customer experience, a keynote speaker, customer experience futurist and the author of two books including"The Customer Of The Future: 10 Guiding Princ...
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