As social media drives truthtelling and transparency to new levels, it also can encourage bold companies to ask customers to point out problems, then let the world know about them.

In a world where shareholder and stakeholder confidence often reigns supreme, this can sound like heresy.  The “never let them see you sweat” obsession with promoting the positive and attempting to hide the negative has ruled the roost for decades.

Plus, many argue, customers are plenty quick to express dissatisfaction – so further encouragement to do so is unnecessary. In fact, while customers will readily complain about certain issues, many are unable or unwilling to confront other concerns without an invitation. In turn, resentment builds and in many cases leads to a relationship-ending event.

Slowly, companies are learning that this new paradigm of “revealing all” plays well to most audiences from baby boomers to millennials. Just as this nation is prone to forgive people who admit errors and express a willingness to improve, corporate America is discovering similar sentiments.

In contrast, companies attempting to hide problems subsequently uncovered via social or mainstream media are paying a higher price in the court of public opinion.

So, what are some ways label-related companies can effectively encourage and share problem-related feedback?
1. Ask specifically for it, with details. Many companies conduct surveys and provide other forums for customer feedback. However, most don’t actively encourage “wart related” feedback, or promote more in-depth feedback. This can be critical. For example, a restaurant survey that requests a server rating may provide incomplete or inaccurate information. If someone rates a server negatively, it’s important to determine precisely why. Customers may point to an easy target like the server, even though food quality, a slow kitchen, or other issues could be to blame.

An innocent employee may be spared as details and encouraging feedback help uncover the real problem – and solution.

2. Share problem/solution updates publicly. Posting information tied to dramatic and/or common concerns while seeking a solution can be reassuring to customers, prospects and other stakeholders. Obviously, this shows that the company is committed to and working proactively on  a resolution – which is a big deal with most consumers.

This can run headlong into the long-prevalent argument that showing one’s weaknesses provides great fodder for the competition to exploit. That can be true. But, the willingness to “come clean” at this level also creates an unusual (in some cases unique) opportunity to step outside the protective bubble and build trust.

There’s no denying that companies may take a hit short-term; but the mid-and-long-term benefits can far outweigh the growing pains. Companies willing to be bold and trendsetting increasingly are showing total transparency.

3. Address negative reviews. This is something that every company can and should do, regardless of other proactivity. When a negative review (and especially negative patterns) emerge, it’s important to do damage control. So, rather than uniformly ignore unflattering reviews, reach out to the reviewer if possible and attempt to find resolution.

This won’t always work as some thrive on negativity, even when it’s not warranted. But in many cases, there will be an opportunity to bring a disgruntled customer back into the fold.

In turn, the company should propagate these problem/solution challenges across company communications channels, from blogs to social posts. This can provide exceptional additional exposure.

4. Use as an internal/external teaching tool. Problem/solution outcomes can be used internally as a staff teaching and training tool; and be developed as warranted into case studies shared with both prospects and existing customers.

For staffers, this can be morale-building as well as a training tool. People generally like and trust companies that provide a complete picture, and don’t demand that their people only address issues around which they can put a positive spin. With the right training, customer support people can become empowered to deal with a greater variety of issues employing greater latitude in their candor around them. That ultimately drives employee loyalty and longevity.

In the same vein, case studies become a teaching tool for buyers and prospects. Besides being an overall tool of transparency, they can be used as powerful reinforcement and to bolster confidence with those experiencing problems similar to ones detailed and solved in a particular case study.

Companies adopting a more robust truthtelling platform ultimately will see stronger customer loyalty, improved reputation management across social and mainstream media, and happier employees.


Tammie MacLachlan contributed to this report.

Mark Lusky is a marketing communications professional who has worked with Lightning Labels since 2008. Tammie MacLachlan is the customer service manager of Lightning Labels, an all-digital custom label printer in Denver, CO, USA. She has been in the printing industry for 21 years and with Lightning Labels for more than nine years. Find Lightning Labels on Facebook for special offers and label printing news.