How Not to Reassure Customers

April 16, 2009 at 5:00 pm Leave a comment

Yesterday it was reported in the media that Kleenmaid, an appliance company was placed in voluntary administration and placed a video on You Tube. It is not known if customers were aware that they needed to view the video to get information.

The video is called an “Official Address to the Nation” and was supposed to reassure customers who have paid money but have not received the appliances and creditors. It appears that embedding the video has been denied by request and instead if you press forward on the video below you can only view other Kleenmaid videos. To see the actual video just click on this link.

 

 Today there are so many tools that a company can use in their marketing and to strengthen relationships with customers, partners etc. This can be true even if a company is in trouble and wants to maintain or even improve their standing with their community. However, if the marketing tools or activities are not part of an overall marketing strategy and designed to enhace relationships then they can be a waste of time and money. Even worse the customer relationships can be irreparably damaged.

I do not know the reasons behind the decision to post the video and may be missing the point, but I don’t find the video particularly reassuring.

Would you have posted a video on You Tube in these circumstances or would you have used other marketing activities to reassure customers?

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Entry filed under: Customer Relationships. Tags: , , , , .

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Susan

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