Any company can make a mistake. Some mistakes are more fatal than others. And it doesn’t matter if you are big or small. Your reputation matters. What’s more, reputation management matters and if you are doing business online – or even if you are not – then you should consider how your treatment of customers could affect your future reputation.
Nothing better illustrates this than the following video by a musician who was stilted by United Airlines. The tragedy here is not that the airline broke his guitar, but that he spent months trying to get the airline to rectify its mistake only to run into red tape and bad customer service all along the way.
How’s your customer service? Are you treating your customers well? If not, that’s worse marketing than if you were doing no marketing at all. And it will hurt your reputation in the long run.