Brushfire Consulting

Concept #1:

ENGAGEMENT IS PRIORITY ONE

Your customers give up on your service team only when they believe they are likely to get better results by other means.

Successfully protecting your brand depends on your ability to consistently engage your customers in a process that promises a mutually acceptable solution.

It's that easy,
and that difficult.

NOW WHAT? CHILL. WE CAN HELP.

We know what drives customers out of your support environment. We can defuse a crisis, then help you win and keep loyal customers. Learn more.

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Nyet on the Net

The Incident: While enjoying his morning coffee, the president of one of America's largest electronics retailers received a link to a new web site on his Blackberry. The URL sported his company name followed by the word "sucks." Within minutes, the V.P. of Communications called with news that the critical website was getting a lot of traffic and trade media was asking for comment. The legal department notified the web site owner, a dissatisfied customer, that he could be sued for defamation, a move that apparently sparked a new round of Twitter messages and Facebook "likes." Follow-up calls and emails went unanswered.

The Outcome: In less than a day, Brushfire negotiated a mutually acceptable solution that included removal of the offending web site. We also identified weaknesses in the company's inventory tracking system and support team response that contributed to the event.

No similar incidents have occured since the company instituted our suggested changes.

A Thousand Cuts

The Incident: A national fast food chain noticed a decline in northeastern regional sales at the same time a rumor surfaced that a customer had become sick after dining in one of their restaurants. They were unable to identify the source of the rumor and had no record of such any such incident occuring in one of their locations.

The Outcome: Within two days of being brought in on the case, Brushfire had backtracked the source of the story to an Albany, NY facebook account; the tale had spread via "friends" from there. The author said she'd reported the even to the company headquarters, but had not received a response. She was unaware that the story had spread. We successfully propagated a revised post on several social networks and assisted the company in developing a more proactive response to similar reports.

No Pound of Cure

The Incident: A major lodging chain was having trouble reaching goals for repeat business convention and event bookings. Follow-up interviews with event clients revealed little in-common, other than the fact that clients weren't returning to the properties. During a Brushfire review session, we identified several restrictive deposit and cancellation policies that we thought could be detrimental to the company's efforts. We advised their legal council in the drafting of revisions to the policies that would be more attractive to event planners while preserving the financial interest and security of the company.

The Outcome: At the next regional staff meeting, event managers applauded the policy revisions. After the session, they commented that they had some evidence that their competition had been citing the "unfair" policies as part of their own marketing. The results were immediate; the chain's returning client bookings increased 22% the following year.

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