In an article for Newsweek, Proven Media Solutions founder Dustin Siggins explained why businesses should focus on providing value to customers instead of risking their enterprises’ image by catering to ever-changing cultural and political controversies.
Citing the recent controversy involving Delta Airlines and Georgia’s new election integrity laws, the article laid out five reasons that weighing in on divisive issues is bad for business. Those reasons include alienating customers, wasting resources on crisis communications instead of company growth, and putting ever-changing values ahead of universal and never-changing customer value like great customer service.
Several nationwide surveys have shown that customers care more about what a company provides than its politics. If you stick to providing quality service, you’ll weather the latest social media storm – but if you get tangled up in a political controversy, you’ll probably end up playing defense and wasting precious resources.
Headline-grabbing controversies usually fizzle out, and sometimes, the truth turns out to be much more complicated. Don’t take the bait, and stay focused on what every business should put first: good customer value.
Read the full article here.