Sometimes bad things happen. For your service organization, the bad event can range from a poor service experience to serious injury and even death. And sometimes bad events are outside of your control: global pandemic, natural disasters, conflict, or war. How brand managers respond to these situations makes an enormous, even existential difference.
Brand recovery, similar to service error recovery, has several principles which can be applied across many situations and circumstances. These principles assume that an individual in leadership steps forward and addresses the situation directly to those affected and to the destination’s or the brand’s audience. Sometimes this process is referred to as crisis management.
Immediately following the event:
- Acknowledge
- Describe what you, or others will do
- Repeat the brand promise
- Follow up
The following is offered as a simple application of these principles.
ACKNOWLEDGE.
This means that you, as the person behind the brand, acknowledge that the bad thing has happened. This personal or public acknowledgement does not need to accept or assign responsibility.
For example, if a massage client is burned by hot rocks during a spa treatment, the acknowledgement should not be: “We are so sorry you were burned. Sally should not have
heated the rocks that way.” Rather, “We are truly sorry that you had this experience.”
DESCRIBE WHAT YOU WILL DO.
Be as specific – and realistic – as possible. In the example of the hot rocks burn, offering to treat the injuries at your expense is a good start. You may also say: “We are reviewing our procedures to make sure this does not happen again.”
You may want to offer a discount, a refund, or some other form of compensation. These decisions should be consistent with the nature of the bad event. The important thing
is that there be no hesitation, and very little delay in your response.
REPEAT THE BRAND PROMISE.
“At Excellence Spas, your complete relaxation is our entire business!”
FOLLOW UP.
After the event, it is necessary to follow up and demonstrate that the client or customer is important, and that you repeat the brand promise. In the case of the hot rocks burn, an email or, if appropriate, a hand-written note thanking the client for visiting, and explaining that equipment with automatic temperature controls have been installed, and new procedures
are being used by everyone on staff.
Why adopt this brand defense? Because:
- Successful health tourism relies on positive word of mouth promotions.
- Effective recovery reduces the number of times s/he will tell others about the negative experience.
- This recovery procedure models your brand promise inside your organization.
- How your destination, wellness, dental, or healthcare organization is seen by your audience is your brand.
Points to Remember
- Effective branding starts with an understanding of how you are seen or perceived by your audience.
- Branding starts from the inside and radiates outward to your audience.
- Your brand should have a personality that aligns with Your Offer.
- Be prepared to defend and protect your brand with structured recovery.
About the Marketing Handbook for Health Tourism
Health tourism and wellness travel markets are in turmoil. The marketing challenges and opportunities for health tourism destinations and providers of health, wellness, dental and medical services have never been greater – or more complicated! Established destinations and providers of health, wellness, dental and medical tourism are looking for ways to remain competitive, and new entrants to these competitive health, wellness and medical travel markets are looking for the path to success. The Marketing Handbook for Health Tourism offers practical, applicable insights for all these audiences.