David Jones recently released their latest beauty magazine, promoting all the latest trends by showcasing the brands available in their beauty department.
Sudanese-Australian model Adut Akech graced the cover of the magazine, which angered one customer. The customer shared her disappointment over the model choice on David Jones’s Facebook page, complaining that she could not relate to the model nor purchase any of the products Adut was wearing. The customer recommended that “although I think the use of the beautiful black model was attractive… she could’ve been used on the back page.”
Adut Akech (right) at the David Jones spring-summer 2017 launch in Sydney in August. Photo: Esteban La Tessa
A customer service representative promptly responded to the complaint with the generic blanket statement, “so sorry that you feel this way. We have passed your feedback on.”
The complaint went viral and online users quickly condemned David Jones for not standing up for their choice of model.
The post on the David Jones Facebook page which has angered fans of the brand. Photo: Facebook/@davidjonesstore
Community management is about living and breathing the organisation and representing it in the best light possible, in alignment with brand values. David Jones had the perfect opportunity to communicate the company’s values whilst acknowledging the customer, but instead opted for a generic response.
This is a very important lesson for all customer service and community management representatives – that in order to ensure customer satisfaction, you do not have to deny the brand’s values. Equally as important, it is beneficial to treat each comment, complaint and interaction individually and give a response tailored to the customer.
Our recommendation: Invite the customer in to speak about the best brands, tips and tricks that work best with her skin tone, because beauty is about celebrating everyone who chooses to use it.
How would you have responded?