There is nothing worse than ordering something online and then receiving it and it’s not at all what you expected.As a seller, a customer that is disappointing in their purchase can cost you more than just poor eBay feedback. In a world more closely connected than ever before thanks to social media, it could mean your reputation.
Take a look at this United Airlines Example: This recording artist, if not obvious in the video had his expensive Taylor Guitar broken by united airlines. He then filed a claim and repeatedly confronted several indifferent United Airlines employees. In his anger and after being told they would not compensate him for his loss he published this video on YouTube.
According to Wikepedia, “It amassed 150,000 views within one day, prompting United to contact Carroll saying it hoped to right the wrong. The video garnered over half a million hits by July 9, 5 million by mid-August 2009, and 10 million by February 2011. The Times newspaper reported that within 4 days of the video being posted online, United Airline’s stock price fell 10%, costing stockholders about $180 million in value.”
You never know the impact or influence of one customer these days. So, being honest and owning up to mistakes is your best policy.
In fact, “People are finding honest companies veritably refreshing and therefor are becoming more expectant of the truth and truthful behavior.Society is actually enjoy the gaiety of honest communication – Brutally honest people are now being celebrated instead of shunned and this is in turn changing everything.”
You’ll see the change in advertising. A good example of this is the Miracle Whip. Instead of puffing up a claim that miracle whip is better than mayonnaise, which is purely a matter of opinion, they embraced the “polarizing affect” it has on customers and turned it into a successful ad campaign. Get an idea of what the miracle whip campaign is about.
Ask any online entrepreneur or long-time eBay seller. If there is a problem with an item, you’re way better off to be honest about it from the beginning. Or if you mess up and ship something late, inform the customer and they’re more likely to be understanding than if you keep them waiting without information.