Marks & Spencer faces a battle to win back customer trust in the wake of the cyber attack – but can achieve it by following five steps.
That’s the view of a leading consumer expert who specialises in supporting businesses on customer service.
Jane Hawkes, from the Lady Janey blog, says the company must use the coming days to reassure and win back customers who may be put off the company following the ransomware attack.
But she warned it will take “time, consistency and dedication.”
She said: “A company like M&S holds considerable amounts of customer data, including those who have an M&S credit card with its banks, so its customers will be looking for clear evidence that changes have been put into place which are sustainable, not just knee jerk reactions,” she said.
“Faced with website problems, it is possible that customers who like to shop online could have turned to rival retailers instead. That, coupled with concern over their data being sold to fraudsters, means the company faces a task to rebuild trust.
“Rebuilding that trust with customers will take time, consistency and dedication and it is essential that M&S responds in a way which customers have come to expect from a brand which is something of a British institution.
“This will require a great deal of thought and planning. Safety and security of both internal and external customers is of paramount importance and requires attention at the highest level to avoid such instances happening again.
“But with the right approach, it is possible for M&S to rebuild and retain its reputation in the hearts of British consumers.”
Here consumer expert Jane outlines what M&S must do to repair its reputation with customers.
Take responsibility
Regardless of the cause, the company must take swift ownership of the issue and offer a clear, sincere and honest apology to customers. By demonstrating accountability and a willingness to take robust action to initiate change, it will resonate with customers who know a ‘blame culture’ won’t mean lessons are learnt.
Be clear about time scales
After an event of this magnitude, M&S must be clear with customers about how long it will take for problems to be rectified. Without clear communications, they risk frustrating customers who just want to know when they can get on with their orders whilst ensuring that those who are worried know that robust action is being taken.
Some issues though created in seconds can take months to resolve depending on severity, type and size. Customers value being kept informed of developments and plans and it’s imperative to keep them in the loop.
Listen to customers
Customers want to know that their concerns and suggestions are being listened to and acted on. There is no point in a company introducing widespread changes and initiatives if this is not what their customers want or expect.
Empower staff to make amends
Customers will have been inconvenienced by this and may have discovered a new retail option which they must be lured back from. To do this, the company should empower its staff to compensate customers for poor service and difficulties. Now is the time, particularly for customers who have the M&S app or a product with the company, to offer incentives to retain and rebuild that customer loyalty.
Remind customers why they value M&S
The reason that M&S is such a popular and trusted brand in the UK is because of its earned reputation and values. Now is the time to double down on those proactively.
Every part of the customer journey—every purchase, every return, every delivery, every interaction, every phone call, every email—must reflect the brand’s renewed values.
Customers don’t expect perfection, but they do expect to see progress and a willingness to implement changes. It is important that M&S demonstrates that they can and will rectify problems and the trust will follow.
Whether that be to the levels previously enjoyed is the million-dollar question. Only time will tell.
