Experiencias que hacen la diferencia

Para nadie es un secreto que en la actualidad las marcas están orientadas a crear experiencias positivas en sus usuarios, mucho menos que de esas experiencias depende en gran parte su reputación como empresa y más aún que son ellas las que logran enamorar o desencantar a un usuario.

Pues bien, hablando desde la experiencia, en un plan de #MartesDeRisas, que en realidad hicimos un jueves, decidimos salir de expedición por uno de los cafés más nombrados de Medellín, al menos uno de los que más me han recomendado en los últimos días. Sin prejuicios nos fuimos a disfrutar de la comida, el agradable lugar y obviamente la compañía, nada más importante para generar una experiencia en un sitio así.

El servicio fue excelente, la atención y la comida deliciosa, nada que anotar, salimos dichosas hasta la caja para pagar nuestra cuenta. Sin reserva decidimos dejar propina por el servicio pero ahí llegó el problema.

Por un error humano, diría yo confiando en la buena fe de las personas, nuestra cuenta aumentó el 20% al acceder a pagar por el servicio. A pesar de que nos pareció costoso, no dijimos nada porque no teníamos una mente súper matemática para hacer cuentas.

Por casualidades del destino, al día siguiente salió un artículo en el tiempo: “Diez cosas que debe saber a la hora de pagar una propina”. El resumen es que en Colombia la propina es hasta el 15% de la cuenta pero los establecimientos tenían hasta un 10% entre sus prácticas. Ahí inició nuestro disgusto con el café.

Como parte del sistema marketero, acostumbro compartir mis quejas, reclamos, sugerencias y felicitaciones con las marcas, soy consciente de que es una oportunidad que nos dan de mejorar, hablando como marca. Escribí disgustada y ¡oh sorpresa! la marca, como marca, nunca contestó, pero sí recibí un par de mensajes por parte del coordinador de meseros y también del dueño del café.

Si bien se resarció mi inconformidad con la marca, luego de una tendida charla con el dueño, hubo varios apuntes que tomar:

  • No debemos olvidar que el usuario espera una respuesta como marca y no sólo resarcir una inconformidad
  • No queda bien visto que ingresen a las cuentas del café y encuentres comentarios de personas disgustadas (en este caso con una queja tan grave) sin responder
  • Como marcas, debemos tener un plan de crisis para atender un usuario molesto y convertirlo en evangelizador
  • La respuesta rápida de la marca en un caso así es vital para que no se convierta en una gran crisis digital

Finalmente, luego de tomar apuntes, quedé con una experiencia qué compartir y un análisis que realizar para no caer en estos errores. Y tú ¿qué le recomendarías a tu marca en un caso así? ¡Hablemos en @EriiGiraldo!

*Imagen tomada de Freepik

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