February 15, 2013 at 10:23 AM

Addressing Complaints Can Strengthen Brand Loyalty

Digital Friday/Process

By James Glover

Once a Day Marketing

James Glover, That Branding Guy, provides the inspiration and ideas for you to build more mindshare and capture marketshare with your customers in his Once a Day Marketing blog. Tune in often to his short, entertaining and practical marketing and branding tips and watch your organization become more successful and profitable.


Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Digital Friday and we are going to discuss online shopping and how correctly managing a customer complaint can build brand loyalty.

According to eMarketer, Global e-commerce in 2012 was one trillion dollars. That's a lot of people shopping online. For the customer the experience is still a little bit like Forrest Gump and that box of chocolates: you never know what you're going to get. So, how do you generate customer confidence when they buy a product online?

Let's take a look at an experience a friend of mine had this past week when she purchased four DVDs from Barnes & Noble. When the package arrived the contents had been crushed; as a result she was concerned about how Barnes & Noble would handle the return.


Barnes & Noble responded quickly to provide a pre-paid shipping label to return the damaged merchandise and then quickly sent back the replacement product so she would have the DVDs to enjoy.

The lesson learned from this customer service experience is to consider how you can handle complaints in a favorable manner to enhance the brand in the minds of our customers. Similar to the experience with Barnes & Noble, if you do it right you will have a customer who is more confident and loyal when buying your product in the future.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. You may also contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com

© 2013 Once a Day Marketing™. All rights reserved.