First IndiGo, then BMW: Lack of empathy towards consumers can dent brand image: Brand experts

Industry experts believe that brands need to learn from the recent fiascoes and backlash faced by brands such as IndiGo and BMW due to their inability to promptly address crisis

e4m by Misbaah Mansuri
Updated: Nov 17, 2017 8:57 AM

With the popularity and increasing usage of social media worldwide, the need for brands to successfully deal with customer feedback is more important now than it ever was. The recent backlash faced by brands such as IndiGo and BM speaks volumes about this. In both these cases, enraged netizens were quick to take on the carelessness and delayed responses by the brands.

Industry experts believe that more and more brands need to learn from these fiascoes and ensure that they work towards building the trust back. “When there is a transgression or a mistake by a brand, any response you have to give is immediate and right after that incident. If it is not either in the quantum that is required or the speed that is required then it will be missed and could also be misunderstood,” said N Chandramouli, CEO, TRA.

He also said that delayed responses and lack of empathy towards consumers only dissipates the consumer’s trust towards the brand. “In such cases, there is no scope for delayed responses. Ultimately, it is the loss of trust that happens in cases like the BMW incident and IndiGo. The speed of response and quantum of response has to commensurate, helping build back trust,” he added.

Jagdeep Kapoor, Chairman and Managing Director, Samsika, said that brands like human beings could go wrong at times but transparency and quick responsiveness are of essence to maintain credibility. “A brand image is made up of tangibles and intangibles. It is made up of product and service. Hence, reliability, responsiveness, assurance, but most important empathy is of significance. Any delay would actually affect the trust but if the responsiveness is prompt and corrective actions are taken it could assure the customer and reduce their doubts on the brand image,” he explained.

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